Walrus Research

Reality has a way of eventually getting your attention

 

Core Values Of
Classical Music Dual Format Stations

Summer 2004


Unified formats like all NPR news, all-classical or all-jazz have become the norm in large markets that support more than one public radio station. Yet the dual format of NPR news and classical music persists in a few large markets like Tampa, Houston and Atlanta, and the dual format is still common in medium and small markets.

After our Classical Core Values research, the natural question that arose was whether our findings would also apply to the classical music heard on dual format stations. That is, on dual format stations do classical listeners use the music in the same way as listeners who use an all-classical format?

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