It's values, not demographics, that drive pubradio audience growth

Marketing and research consultant John Sutton questions whether a CPB-backed project to recommend audience-growth strategies for public radio is on the right track. Directed by the Station Resource Group, the Grow the Audience project published an analysis of audience trends and began consulting with system leaders this summer. Sutton faults the initial work for "starting in the same place of past audience growth failures--age and ethnicity--and not with values and content."