BYU Communications Team

Research Performed by

Cody Eddington, Jenny Gordon, Hillary Millecam, Mason Porter, Krista Roy

Table of Contents
Executive Summary Introduction Secondary Research Background Organization Issue Primary Research Qualitative Results Methodology Analysis Quantitative Results Methodology Analysis Strategic Recommendations Conclusion & Recommendations Appendix Appendix A Transcripts Appendix B Survey Results Bibliography 3 5 8 9 10 15 18 19 20 22 29 30 32 47 51 54 55 79 93

Executive Summary

Executive Summary
The research we conducted for BYU Radio this semester yielded beneficial results. While our team began with little information about the station or its listeners, we developed and carried out effective research plans, which now present BYU Radio with strategic recommendations for improvement. Our research focused on three main objectives. BYU Radio needed to know who its audience is, why they listen/what satisfies them about the station and whether BYU Radio is an effective missionary tool. The research questions we sought to answer evolved from these three main objectives. We asked questions about listener demographic and preferred programming. We asked questions about where, when and why people listen. We asked questions about what listeners like and what they do not like about the station. We found answers to these questions, and those answers lead to important discoveries. Our methodology involved three forms of research. Our background research familiarized us with BYU Radio, our qualitative research allowed us to speak directly with listeners during in-depth interviews and our quantitative research provided results from listener responses to a survey. The most important discovery we made was that BYU Radio fails to satisfy its actual listeners because it is too busy trying to satisfy every other potential listener. With the results shown here about who listens and why, BYU Radio can directly target one primary audience by appealing to their specific interests and, ultimately, talk about good.

Introduction

Introduction
Needs and Goals
BYU Radio broadcasts its programming through digital channels such as Sirius XM, online streaming and its mobile phone application. While this provides a unique opportunity for the channel, it also limits access to knowledge about its primary audience; Sirius XM and online streaming offer no way to track listener demographics or desires. Because of this issue, BYU Radio needs to find out who listens to the station and why. It needs to track this information because doing so will provide a more defined structure for various aspects of the channel based off listener psychographics and demographics. BYU Radio has a goal, as displayed in its slogan, to Talk About Good. With an understanding of who listens and why, BYU Radio can accomplish this goal by introducing content which its audience perceives to be good. BYU Radio also established a goal to serve as a missionary tool for the Church. In order to measure the progress of this goal, BYU Radio must know the LDS makeup of its listeners and whether they perceive the content as an effective tool to disseminate information about the LDS faith to potential non-LDS listeners. BYU Radio needs to know who is listening and why so it can adapt its services to better fit the desires of its audience.

How can BYU Radio improve to satisfy its current and potential listeners? As we sought answers to these research questions, we provided BYU Radio with the information it needs to accomplish its goals.

Methodology
We answered these questions through specific research methodology. Our research involved primary and secondary research. The secondary research focused on an in-depth examination of BYU Radios background, and the primary research revealed qualitative and quantitative information. Background We conducted our background research through resources such as the BYU Radio website, media placements of BYU Radio news and social media statistics. Qualitative Our team conducted in-depth phone interviews with listeners of BYU Radio. The interviewees were selected from a list of listeners who contacted BYU Radio at some time since its inception. The phone interviews gave us direct access to listener opinions and feedback. Quantitative We conducted an online survey. We promoted the survey via social media and on air in order to get feedback from randomized respondents. The results of the survey helped us answer research questions by finding correlations between listener opinions and BYU Radio services. We synthesized the results of all of our research and formulated strategic recommendations for BYU Radio. The following pages display this information.

Research Questions
Our research team started fulfilling the needs and assisting in accomplishing the goals of BYU Radio by formulating a list of research questions. Who listens to BYU Radio? (demographics) Why do people listen to BYU Radio? When and where do people listen to BYU Radio? What do listeners like/dislike about the station? Is the station an effective missionary tool?

Secondary Research

Background

Background Research
We performed background research, which we gathered primarily from BYU Radios website, its social media sites and online articles and press releases about the station. We found information about the organization, including its history, marketing efforts and resources. The other portion of our background research focused on the issue of who listens and why, what factors have contributed to this issue in the past and how other radio stations have approached such a problem in the past.

broadcasting company. Its online stream gives it the potential to reach millions of people internationally (BYU Broadcasting). The size of the operation at BYU Radios headquarters, however, is relatively small. Values and Reputation As a broadcasting network of the Church of Jesus Christ of Latter-day Saints, most of BYU Radios programming is faith-and-values based. Although much of the programming is not directly related to the Church, the station does broadcast BYUs campus devotionals live each Tuesday, as well as General Conference semiannually (BYU Radio). Additionally, BYU Radio is a subsidiary of BYU Broadcasting and shares the goal to inform and enrich audiences by acquiring, creating, and distributing programs that reflect the values of Brigham Young University and its sponsoring institution, The Church of Jesus Christ of Latter-day Saints, and the shared values of good people of all backgrounds and faiths (BYU Broadcasting). When BYU Radio first announced its deal with Sirius Satellite Radio, a spokesperson said it would be a great opportunity to share the rich educational, cultural and entertainment resources of BYU with radio listeners throughout the entire country. (Israelsen-Hartley). The station is aiming to change its reputation from being a channel for Mormons to a channel for all people of similar values. Don Shelline, BYU Radio manager, said the approach the station is taking is not unlike what BYUtv has done, which is to reach out to the world and share good things with others. (BYU Broadcasting). Strengths, Weaknesses, Opportunities and Threats The SWOT analysis of BYU Radio is shown below, and we dissected each of the categories in the following paragraphs. Strengths - Concentrated audience Original content Weaknesses - Limited focus Ineffective missionary tool

Organization
History According to the About page on BYU Broadcastings website, its first station made its debut in 1946 as KBYU-AM 660 (BYU Broadcasting). At the time, it only broadcast to certain areas on campus. A BYU professor named T. Earl Pardoe pitched the idea of a campus radio station to a student and former Coast Guard radio technician named Owen S. Rich. With the help of Provo city in 1948, Rich helped set up the station so it could transmit its signal throughout the city. An FM station, KBYU-FM, was introduced 12 years later in November 1960. The current iteration of BYU Radio started as a web stream on Aug. 1, 2002. It also had two additional Internet streams, BYU Radio International and BYU Radio Instrumental, which it discontinued on Oct. 17, 2011. The reason for ending the two supplemental streams was that listeners streaming instrumentals for only constant background music throughout their days caused high bandwidth costs for BYU (BYU Radio). In 2011, BYU Radio was granted a channel on Sirius XM Radio in a push for new diversity channels. (Israelsen-Hartley). It began broadcasting on channel 143 on July 1, 2011 (BYU Radio). The station also made a deal with Dish Network that allows them to broadcast on Channel 980 (BYU Radio). Smartphone and tablet users can stream the station through the mobile app and an online stream can be found at www.byuradio.org Size, Growth and Profitability Because of its deal with Sirius XM Radio and Dish Network, BYU Radio is a nationwide

- Variety of programming Opportunities - Partnership with Sirius XM Increasing accessibility Potential audiences (non-LDS)

- Stagnant popularity Threats - Powerful competition Unfocused programming Sirius XM variety

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Because BYU Radio operates under a limited budget, it produces much of its own content rather than buying packaged programs from other sources. Each weekday, the station broadcasts up to seven hours of original content (BYU Radio). This is a strength for the organization; it keeps costs low, it is self-sufficient and it helps keep the programming unique. The station also broadcasts live coverage of BYU football and basketball games (BYU Radio). This can be a strength if the target audience is heavily interested in sports or if it is comprised of alumni. An article in BYUs student newspaper noted that BYU Radio broadcasts more than 40 different programs (Lee). These range in topic from BYU campus news and sports to musical performances and family movie reviews. As mentioned previously, this could be both a problem and an opportunity for the station, depending on the market it is targeting. If the market wants such a variety, BYU Radio provides it. If the market wants strictly family-focused talk shows, however, it might find the current programming to be too scattered. Some of the strengths of BYU Radio could also be weaknesses, if taken to the extreme. The variety of programming may lose the interest of the listeners, or, because BYU Radio reaches a predominantly LDS audience, they could potentially only tune in for main broadcasts such as General Conference. The spread of the audience also presents a weakness; if BYU Radio reaches only LDS listeners, its objective to serve as a missionary tool remains unattained. The main opportunity facing BYU Radio is the enormous reach of its broadcasts, thanks to the partnership with Sirius XM Radio and the mobile BYU Radio app. One of the objectives of the station is to act as a missionary tool for the Church of Jesus Christ of Latter-day Saints. With its increased accessibility, BYU Radio has laid the necessary foundation for accomplishing that objective. In order to take advantage of this opportunity, BYU Radio must provide its listeners with quality programming. It must also inform potential audiences about the kinds of programs played on BYU Radio and what value they hold for listeners. With more than 150 channels available on Sirius Satellite Radio, there are plenty of competitors threatening to lure away BYU Radios listeners. These competitors are highly focused stations that specialize in very specific types of programming. Since BYU Radio does not have a singular focus for

its programming, potential listeners might be inclined to tune in to another station they know will fit their needs. The nature of BYU Radios content limits the potential audience and the station faces the threat of being lost among the sea of other channels on Sirius XM Radio. Programming A sampling of daily programming includes (LDS Resources):

BYU devotionals and forums BYU sporting events CES and Church firesides General Conference broadcasts and rebroadcasts BYU Education Week and Womens Conferences BYU musical performances Music and the Spoken Word BYU and CES faculty discussions and symposia LDS-themed music and related performances

Original content talk shows Marketing, Public Relations, Promotions BYU Radio implements certain tactics through various channels for marketing, public relations and promotions. Beside the self-promotion within the station itself, social media is its next most prominent channel for promotion. It uses the following social media sites to market its services: Facebook, Twitter, Pinterest, Instagram, Google Plus and YouTube. Among these, Facebook is the primary channel. With 5,133 likes on its page and 410 people talking about it as of Sept. 11, 2012, BYU Radio has more followers through this channel than any of its other sites. The Facebook page was created on May 28, 2009. The key tactics on the Facebook page include attention-grabbing content. This includes interesting facts, brain-teasers, quotes and pictures. The page also has promotions about their programs. It posts these and other statuses on an average of once a day. Often its images or posts incorporate a pun or some other tactic to draw attention, but these are rarely relevant to the program or station. One example of BYU Radios Facebook content is a post that said, Tonight on Eyres on the Road: Culture

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Lessons. Program begins at 6:30pm EDT. Talk about cultured! Do Do, a two-year-old chimpanzee, feeds milk to a two-month-old tiger cub named Aorn, and the post included a picture of the chimpanzee feeding milk to a tiger. Although the post received 63 likes, the content is not relevant to the message BYU Radio attempted to share, and few of their posts are. BYU Radio has not visibly demonstrated any advertising spending in its social media, particularly on Facebook. There are no giveaways on the Facebook page, and it instead focuses on informative posts with eye-catching images to share information about its programs. BYU Radios Twitter account has 337 followers and 782 tweets. The Twitter account links to BYU Radios website and tweets primarily during sports events. There is no note in the account profile that this is the purpose of main focus of the account. BYU Radio has been tweeting for more than a year. BYU Radio recently established a Pinterest account; it has 14 followers, two boards and no content directly affiliated with its programs. BYU Radio uses its Instagram account to facilitate content that it posts on other social media channels. For example, the Instagram account shares links to programs and other social media like Facebook. BYU Radios Instagram currently has 11 followers and five photos. BYU Radios Google Plus has five followers. Each week it outlines the programs on the channel. This is a recent development; however, BYU Radio has not done this for some time and there is no indication of whether that trend will continue in the future. YouTube has 17 subscribers and 4,350 video views. BYU Radio joined YouTube March 23, 2011. It has uploaded approximately 160 videos in the past five months. Six months ago, BYU Weekly did a feature video story on BYU Radio highlighting how BYU Radio reaches a national audience on Sirius XM Radio; this story has 46 views on YouTube. Public Relations BYU Radio participates in public relations through several online channels. Because it is part of the sports network on KSL, it influences listeners to use KSL as a place for sports broadcasts. In addition to this communication, BYU Radio submitted a press release on Sep. 1, 2012 to prweb.com about its program concerning coaching womens basketball. BYU Radio was also mentioned in De-

seret News, particularly its show where Shawn ONeill reviewed a movie. BYU Weekly produced two clips about BYU Radio. The first involved BYU Radio reaching a national audience (on YouTube with 46 views), the other discussed its program, The Matt Townsend Show (on YouTube with 122 views), both which are approximately three minutes long. Beyond these examples, BYU Radios use of public relations is limited to only KSL and Deseret News. Service Provided BYU Radio is broadcast through satellite radio, which is a type of digital broadcast. It transmits audio signals over large areas with greater clarity and consistency than conventional radio. Through this medium, BYU Radio adopts a faith-and-values based talk programming, and includes, BYUs campus devotionals, audio from BYU Television programs, some occasional programming from the Church of Jesus Christ of Latter-day Saints, including Music and the Spoken Word, and upwards of seven hours of originally produced content each weekday. During regular season, BYU Radio also broadcasts live coverage of BYU football and basketball games through the BYU Cougars Sports Network. BYU Radio airs those games live, mixed with its own programming which includes station and university-related announcements. The station also airs some BYU baseball, softball, and volleyball games, and airs all womens basketball games live (BYU Radio). Conjointly with Classical 89s mission to enrich the lives of radio listeners through inspiring and enlightening programming, employing the concept great musicsound ideas to reflect the timeless standards of Brigham Young University, BYU Radios overall mission and slogan is, Talk About Good. Resources and Personnel BYU Radio has outside support and resources from its sponsors as well as its listeners. The
University provides resources for the station and BYU Radio also receives assistance from the larger branch of BYU Broadcasting. The headquarters are located at the BYU campus in the BYU Broadcast Building.

Issue

History The main issue for BYU Radio is that the company does not know who listens to its station

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and what they do or do not like about the programming. This issue stems from multiple factors including the BYU Radios lack of listener research, absence of call-in promotions and Siriuss withholding of listener information. According to Arbitrons December 2011 survey, radio attracts a large and varied audience. The survey showed, Radio reaches more than 132 million weekly radio listeners aged 12 and older with a household income of $75K or more. Additionally, 40.8 million adults aged 18 to 49 who are college graduates tune into radio on a weekly basis. Twenty-six million Adults aged 25 to 54 with both a college degree and a household income of more than $75K tune into radio on a weekly basis (Arbitron). Based on this information and the fact that Sirius XM had 17 million listeners in 2011, it is not surprising that BYU Radio has no grasp on who its audience is (Sirius Buzz). The sheer vastness of audience range is one factor contributing to the issue. Factors contributing to the issue Sirius XM Radio is the main satellite radio provider, so it maintains its current monopoly by withholding listener information. This creates a hindrance in allowing BYU Radio to know its target audience. Another factor contributing to the issue is that Sirius XM Radio attracts such a large audience that it is difficult to adequately define the singular audience tuning in to BYU Radio. Basic assumptions lead us to believe that the audience includes older men in the upper-class; however, with so many subscribers to Sirius XM and no statistics on actual listenership, BYU Radios main audience could potentially be an entirely different demographic. Research and Measurement of Issue in the Past In the past, people recorded their use of radio by hand. Radio stations randomly distributed media diaries to a sample who would record their radio listening. Another research method of the past included widely distributed surveys. The Public Radio Recontact Survey, for example, tracked the radio listening of 30,000 individuals, a portion of whom

were later sent a questionnaire to measure their psychographics (Audience Research Analysis).While that information provided helpful knowledge in 1996, the method is outdated. The industry now depends on the Portable People Meter to measure average radio intake. Individuals wear the PPM like a pager, and it detects the networks audio stream. The industry implements this tool to track the media consumption of the sample group (Portable People Meter). Though this research holds potential for BYU Radio, the PPM detects signals beside radio and could therefore offer skewed results. Based off these overall results obtained through the PPM, radio research groups discovered that the number of radio listeners in 2005 declined since the 2003 results were released. Public radio set out to discover why the numbers declined. (Radio Research Consortium). In 2010, the Radio Research Consortium researched this decrease in radio listeners and found that the decrease did not come as a result of people leaving public radio for satellite; indeed, services like Sirius XM took only one quarter of one percent of public radio listeners. According to this research, making programs available on XM does not diminish their value to public stations. Similarly, making programs unavailable on XM does not enhance their value to stations. (Radio Research Consortium). In essence, any loss public radio suffers does not equate to a gain for satellite radio. Listeners are not passionate in one direction or the other for Sirius XM Radio. Unfortunately for BYU Radio, only two in 100 public radio listeners also listen to satellite (Radio Research Consortium). Despite these statistics, however, another past study shows the location where listeners spend the most time listening. Next to broadcast radio and digitally streamed audio, satellite radio stood as one of the most popular sources. (The Nielsen Company). This research provided a starting place for BYU Radio which allowed us to further discover the demographic and their desire based on what we already knew about the organization.

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Primary Research

Qualitative Results

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Qualitative Research
The next type of research we carried out was qualitative. Throughout this process, we hoped to gain insight about listener opinions. Originally, we thought the best way to do this would be to organize a focus group; however, with the limited and unknown listeners of BYU Radio, we instead conducted in-depth interviews with individual listeners. The results are discussed in the following pages.

interviews in specific colors according to the theme which that portion emphasized. One team member coded his interview first so subsequent codings of the other interviews did not overlap theme colors. After the group member coded the first interview, the remaining group members coded their interviews and added colors and themes that differed from the original set. Our final list of codes included the following list: The app When the respondents listened (either driving, at home, at work or online) What time of day they listened A schedule of programming General programming Music programming Talk programming Values programming Devotionals Possible improvements Reasons for listening XM Radio Roku How the respondents found out about BYU Radio How long they had been listening How often they listen

Methodology
In order to conduct qualitative research, we held in-depth interviews with five listeners of BYU Radio. We did this by dividing the list of 65 identified BYU Radio listeners among the members of the team and contacted them. We emailed 14 of the listeners, explaining that BYU Radio needed help researching the listening habits of its regular audience. The body of the email that we sent is as follows: I am a communications student at Brigham Young University helping BYU Radio to complete research to better understand its audience. Your opinions will help the station improve its programming and enhance your experience. As part of my research, I need to conduct in-depth interviews with past or current listeners who are familiar with BYU Radio. These telephone interviews will last 15 20 minutes and will focus on your attitudes towards the station. Participants will receive a $25 gift card for their time. Can you participate in this study to help BYU Radio improve your listening experience? If so, please respond to this email as soon as possible to arrange a time within the next two weeks for an interview. Thank you. We then contacted the first five listeners who responded to arrange a time for the interview. We

planned for the interview to occur over the phone, so we asked for their phone number and the best time to call them. As a team, we organized questions we wanted to ask each listener to gain a better understanding of BYU Radios audience members and their opinions. The questions can be found in our interview scripts (See Appendix A). After drafting the questions, each team member contacted and interviewed one person. Each person recorded his or her interview and then typed a transcript of the phone conversation. Once the script was typed for each interview, we conducted a thematic content analysis by coding every response from the interviewees. Coding involved highlighting certain portions of the

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 Station demographics Individual demographics LDS affiliation Geographic data Friend/family listeners BYU connection After creating the list of codes, we generated themes and divided the codes into those primary themes according to their relevancy. We determined the themes by grouping patterns of codes that were frequently repeated throughout the interviews. If one code came up multiple times, we characterized it into a theme. The ultimate themes, which were then prioritized as either primary or secondary, are shown in the following list: Accessibility (primary) Listen times (primary) Programming (primary) Comparison-based improvement (secondary) Demographics/psychographics (secondary). We established these themes and then each member of the team analyzed one of them. The thematic analyses are found in the following pages. It is important to remember that these interviews and the opinions expressed within them are the thoughts of only one person and the results, though commonly discovered, cannot be generalized to the entire population.

Radios accessibility. We learned how these listeners usually listen to BYU Radio and how they would prefer to listen. We found that some of the users were not familiar with the BYU Radio app, or they did not understand how to operate the app. None of the participants in our interviews reported using the smartphone or tablet BYU Radio app to listen, although Mike Haley said he occasionally listens to BYU Radio at home on his Roku media player. Our team has not been able to confirm whether or not BYU Radio has a Roku app, but we are positive that BYUtv has one. If BYU Radio does not yet have a Roku app, perhaps that can be another channel to consider for broadcasting. The BYU Radio app is meant to help BYU Radio engage its audience and reach its objectives because the app provides an easy way to access the programming that BYU Radio offers. Therefore, if the customer is unaware of its existence or how to use it, BYU Radio loses an important resource. The listeners we interviewed primarily used XM satellite radio subscription to tune in to BYU Radio. Those who listed their principal method of listening through satellite radio also reported that they listened mostly in the car, with Don Helvey representing the exception. Don said he prefers to use his Sirius XM Radio in his home. Tami Hurd was a singular case in that she primarily listened to BYU Radio online and did not have an Sirius XM subscription. She mentioned that she used to listen to BYU Radio up to four times a week, but has been listening less frequently lately. Tami said she does not listen to BYU Radio as much as she used to because of the relatively complicated navigation required to listen online. She described this problem, saying, If I could just do an icon on my desktop and it would just be a single, click that would be so nice. I think I would listen to it more if there were less clicks to get to it. I just need it to be easier for me to access really quickly on my laptop. The interviewer explained to Tami the one-click functionality of the BYU Radio app, but Tami responded that she does not have a smartphone and therefore would not be able to use the app. If such cases are common, BYU Radio might consider finding a solution for stay-at-home moms like Tami who prefer simple desktop applications over mobile options because Tami said she would enjoy using the mobile app if she had some way to access it. Lynda Howard was another interviewee who said she would use the mobile app if it were ac-

Qualitative Analysis
Accessibility Our interviews shed light on the different attitudes and opinions these listeners have on BYU

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cessible to her. She does not own a smartphone, but she does have a Kindle and asked if the app was available on that platform. It is not. Lynda primarily listens through her Sirius XM radio, and said she had never heard of the mobile app for BYU Radio before the interview. She did say, however, that if the app was available for her Kindle, she might explore it. Don Helvey, the retired interviewee who listens to XM satellite radio in his home, mentioned that he appreciates that he can search the BYU Radio archives online and listen to things that he might have missed. Our team is not certain this is an actual possibility since there is no archive link on the BYU Radio website. Don potentially could have mistaken the archives belonging to some other part of BYU Broadcasting as BYU Radio archives. BYU Radio might use Dons input to create an archive of past programs for listeners who cannot always listen to their favorite programs. Understanding the current accessibility of BYU Radio will help the station put its programming in a better position to attract more listeners and to better engage the listeners it already has. The input from our interviewees shows that BYU Radio needs to make its product more accessible and easier to use. Additionally, BYU Radio needs to advertise itself and its products more clearly. Our interviewees seemed confused about what the app is and how it works. The mobile application is a potentially beneficial resource for the station if it is used properly, but BYU Radio must educate its audience about the app and how to use it. Programming The programming theme of our qualitative research enlightened us about which particular portions of BYU Radio the audience really knew. We categorized programming into five subcategory themes which consisted of general programing, music, talk shows, values, and BYU Devotional related. The majority of responses we received related back to these one of these programming themes in some way. The three questions about these topics were: what attracts you to BYU Radio, what programs do you particularly enjoy and is there a program you wish BYU Radio offered? We received a relatively positive response about BYU Radios programming, but also heard some negative critiques about the many different programs and the lack of quality in its core programs. The question investigating what attracted the interviewers to BYU Radio received a variety of responses. Lynda Howard mentioned music and talk shows as her first preference as well as BYU Ra-

dios wholesomeness factor stating that, Theres nothing thats going to offend me. The interviewer then questioned whether that affinity sprang from the relationship between BYU Radios values and her own, and she agreed. Tami Hurds response to the same question was more specific, and she listed specific programs she enjoyed. She mentioned Marcus Smith, BYU Devotionals and the Tantara Hour as programs she listens to frequently. In Don Helveys interview, he highlighted BYU Radios coverage of sports, but also discussed the interviews BYU Radio conducts with general authorities or other people who have succeeded in various endeavors and their inspiring stories. Inspiration, in fact, was mentioned throughout each of the interviews; for one interviewee, Dennis Summer, inspiration was even his primary motivation for listening to BYU Radio. The question that inquired after which program the audience particularly enjoys received many types of responses ranging from specific programs like Eyres on the Road, to general program topics such as sports, General Conference and music. This response seemed to vary depending on how dedicated interviewees were to listening to BYU Radio on a regular basis as opposed to turning it on once weekly or even monthly. Some of the listeners recounted experiences of listening to a particular program all the way through and being disappointed by the time they were done. For example, Dennis Summers described his experience of choosing to listen to an unspecified two-hour program and feeling like it was a waste of his time by the end. We asked the interviewees if there was a program they wished BYU Radio offered, and they gave little insight as to what they wanted BYU Radio to change or improve as it moved continues as a station affiliated with BYU and the LDS faith. Because BYU Radio is closely associated with the Church, the interviewees implied this affiliation is their only connection to the station. This shows that audience members view BYU Radio as a station for inspirational talks, music, the LDS Church and school-related programming. The only direction we gained by questioning what improvements BYU Radio could make came from Dennis Summers. He suggested that BYU Radio mirror itself more closely to 91.5, KBYU-I Radio based out of Rexburg, Idaho. He prefers this station because of its content and the balance it strikes with inspirational talks, music, and news related to the church. The programming theme within the qualitative research should offer some direction to BYU Radio when deciding what programming to keep and how to change it. Judging by the responses

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given, BYU Radio needs a more quality, consistent, balanced and concise program schedule that its listeners can rely on and feel connected to on an inspirational level, whether they are members of the LDS Church or not. Listen Times Another theme discovered throughout the in-depth interviews focuses around the times during which people listen to BYU Radio. Comprised within this theme is the consideration of both time of day and time of week. Interviewees discussed the hourly breakdown of when they listen, and they also discussed their trends for listening during the week. Interviewees discussed the time of day during which they listen to BYU Radio, and we discovered that these times are dependent on the activity in which the person participates while they listen. Tami Hurd mentioned that she listens during the school hours; anytime earlier than 9 a.m. she is busy helping her children get to school, and any time after 3 p.m., it is too loud in her kitchen to listen to the radio because the children have returned home from school. Lynda Howard, however, described her listen times as dependent on regular drive times every day and then occasional errand running that is random. Lynda works and thus, listens in her car; Tami stays at home and listens in her kitchen. The theme of listen time helps BYU Radio define its audience because they can play programs that appeal to stay-at-home moms during the day and interesting work-related content during typical drive times for those who work. The other dimension of this theme relates to listen times during the week. The weekend and weekday programming differ, and respondents mentioned this. Dennis Summers, for example, feels that, If you turn on [BYU Radio] during Sundays, they are a little bit better than they are during the weekdays. The Sunday lineup includes devotionals and CES Firesides, along with other religious programming. This appeals to people like Summers; however, for people like Tami Hurd, that type of programming can be obtained from the BYU archives at any time while programming like Generations Project or Thisll Take Awhile should be aired on Sundays when there is more time to listen. That time should be spent on programs that cannot be revisited. Comparison-based improvements When asked about what improvements BYU Radio can make, some of our interviewees of-

fered fairly strong opinions. Their suggestions ranged from programming changes to marketing strategies and even recommendations for customer-client interaction. In a rather blunt statement, Tami said she didnt really care for the Sunday lineup. Part of her complaint was that Sunday is a day when she can listen attentively to what is being played on the station, yet most of the programs are things she does not care about. On the other hand, she said there are programs that she would love to listen tospecifically a family history showwhich air on Saturday mornings when she is too busy to listen to the radio. BYU Radio cannot design its programming to ensure the satisfaction of one listener, but other interviewees made similar complaints; therefore, it might be worthwhile for BYU Radio to reconsider its lineup and the method used to decide that lineup. Dennis Summers spent a good portion of his interview complaining about how BYU Radio does not match the quality of programming he finds on his local BYU-Idaho station. The station, 91.5 FM, is Dennis favorite, and he said there are other LDS channels like it broadcasting on AM radio in Utah whose programming he prefers to that of BYU Radio. Dennis complaint is that BYU Radio complicates things by trying to offer too many types of programming. In his words: I would have broadcast that 91.5 FM out of Rexburg on satellite radio. Theres no reason to complicate things. They got a great format running. The unfortunate thing about the KBYU-I station is that their station only goes out about 25 miles and then it dies. You can only listen to it for about a half hour when youre driving outside of Rexburg. Dennis describes this format as being one based on instrumental music that is only periodically interrupted by inspirational thoughts, talks or LDS church news. Other interviewees also noted that they wished the station played more music and less talk shows. While most listeners appreciate the talk shows, perhaps BYU Radio should reconsider the balance of music and talk programs to better suit the wants of the audience. Another suggestion for improvement had to do with the online schedule, which is really a problem with the BYU Radio website in general. On the website, there is a link for the program guide, which leads to a PDF of a color-coded schedule for the stations weekly programs. Tami mentioned that she would like to print the schedule to have it around her house, but the PDF print is small and illegible. This is obviously a small problem for the station, but fixing simple things like this can impress the stations listeners with greater usability of the website. If the website is easier to use and if it sup-

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plies listeners with more pertinent content, BYU Radio can create a better relationship with its audience, which will help the BYU Radio meet its objectives. BYU Radio can do a lot to improve its programming, its website and its relationship with its listeners. While all of the interviewees were current or past listeners of BYU Radio, none of them seemed to be dedicated fans of the station. Each of the listeners we interviewed only listened to BYU Radio occasionally and usually preferred alternatives like Pandora or other local radio stations. Demographics After the in-depth interviews, some similar patterns could be seen in the demographics of the individuals we interviewed. All of the interviewees reported they are from western states. While two of the interviewees came from Utah and Nevada, the rest lived in Idaho. Most of the listeners we interviewed live in the Western United States. All of the listeners interviewed fell between the ages of 44 to 74. From these interviews it could be concluded that BYU Radio attracts an older audience. The annual income range for the interviewees was between $50,000 and $95,000 dollars. Another similarity between listeners was that they affiliated BYU Radio with the Church of Jesus Christ of Latter-day Saints. While Don Helvey was the only interviewee who mentioned he was a member of the LDS faith, others were aware of the LDS church and BYU Radios relation to it. Other listeners were not asked if they were members of the LDS church, but they all agreed that they affiliated BYU Radio with the Latter-day Saints. The interviewees shared several similarities within their demographics. According to our qualitative research, the audience is comprised of older, wealthy Latter-day Saints who live in or around Utah. The qualitative research provided information for us so that we could organize an approach for our quantitative research, which we hoped would clarify our qualitative research and verify the information we found therein.

Quantitative Results

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Quantitative Research
Methodology
Based off of the information we gathered in our qualitative research, we created a survey with 29 questions. The purpose of the survey was to find out more information on the main themes we discovered from the in-depth interviews. The four themes found in the qualitative analysis on which we based the survey were product satisfaction, product application, programming, and demographics. Using these four themes, we structured the survey to find more information about BYU Radios main investigation; who listens to BYU Radio, when they listen, and what they are listening to. Another objective we sought to accomplish with the survey was whether listeners view BYU Radio as a missionary tool. With these goals in mind, we created a survey to better understand the listeners general attitudes towards BYU Radio. The survey was divided into sections which mirrored the themes found in the qualitative section; product satisfaction, product application, programming and demographics. Product Satisfaction BYU Radio needs to know what listeners think of its product. The first question in the survey asked how often listeners use BYU Radio, with an option as never. Besides telling BYU Radio how frequently people use its product, this question served a dual purpose of filtering respondents who do not listen to BYU Radio. Subsequent questions in the product section of the survey asked how and why listeners listen, with whom they listen, how BYU Radio compares to other radio programming and whether they would recommend it to a friend, resulting in their overall satisfaction. Product Application This section focused on what methods the listener uses to listen to BYU Radio. The

questions addressed which medium was most popular for listeners to use and which are most beneficial for the listeners. Additionally, because we wanted to promote the knowledge and use of BYU Radios mobile phone app, this section asked about the app to gauge interest and familiarity. Programming Respondents in our in-depth interviews discussed BYU Radios programming more than any other topic. The programming section of the survey asked about listeners satisfaction with BYU Radios current programming, improvements BYU Radio should make to its current programming and which programs the station should incorporate more frequetly in their daily broadcasts. Demographics The demographics section of the survey sought to define who is listening to BYU Radio. The questions included their gender, annual income, year they were born, location, race, how the listener is affiliated with the station and if they were affiliated with the LDS faith. Each team contributed 25 questions and tried to be as thorough as possible. The groups collectively compiled and edited the final survey draft, filling in vital areas of research to help BYU Radio reach its goals and objectives. We wrote an opening statement for the survey to clarify its purpose, approximately how long it would take and that an incentive would be awarded to 15 randomly selected participants. The statement is shown below. Dear Participant, We are students at Brigham Young University working to help BYU Radio better meet the needs of its listeners. BYU Radio is part of BYU Broadcasting, but is separate from KBYU FM, KBYU-TV and BYUtv. Please answer the following questions specific to BYU Radio, which should take no more than 10 to 20 minutes of your time. At the end of

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the survey BYU Radio will be randomly selecting 15 people to win prizes such as $25 iTunes gift cards or BYU Broadcasting gear. Thank you for your participation. Administration Once the survey passed a series of edits and adjustments made by our team and BYU Radio, we promoted the survey link through BYUtvs blog, BYU Radio, Twitter, Facebook and the stations website. In order for the survey results to be generalized to the whole population, the minimum number of required participants is approximately 400. Unfortunately, the number of listeners is unknown and it was therefore impossible to estimate how many would actually participate. The survey ran for two weeks, and after closing it and cleaning the data, we had only 88 participants who completed the survey. Since the number of people who took the survey was extremely limited, it was difficult to make generalizations or find statistically significant differences in the various groups and their data. Many of the results may be skewed, but we because we believe there is still value and insights from trends we uncovered, which are shown below. Quantitative Analysis Product Satisfaction In order to complete quantitative analysis on satisfaction level of BYU Radio listeners and how that satisfaction is influenced by or influences other variables, we began by computing an overall satisfaction level. We found this number by combining several statistics in the survey from one of the questions. The question asked respondents, How satisfied are you with the following aspects of BYU Radio? It then proceeded to list the options of programming, convenience, accessibility, customer service and promotions. The graph below displays the data gathered from the responses.

80% 70% 60% 50% 40% 30% 20% 10% 0% Neutral Satisfied Dissatisfied

What is most important about this graph is the low satisfaction level of listeners with the programming on BYU Radio. This represents an obvious weakness for BYU Radio; people are simply not satisfied. Only 65 percent of respondents said they were either satisfied or very satisfied with the programming. Although this seems like a good score compared to the dissatisfied or neutral listeners, overall, this is not an impressive score. BYU Radio wants more than 65 percent of listeners to be satisfied with its content. Nevertheless, we computed a new variable based on these answers to find overall satisfaction. We combined the satisfaction level of each of these aspects to find the overall satisfaction level for each listener. We ran all of the following tests based off of this new variable for overall satisfaction. Satisfaction and Recommendation We hypothesized that those who had a higher level of overall satisfaction would be more likely to recommend BYU Radio to their friends. On the survey, we asked respondents, On a scale from 1-10, with 1 being very unlikely and 10 being very likely, how likely would you be to recommend BYU Radio to a friend or colleague? Responses showed that most people

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rated their likeliness to recommend at an average of 7.65. The research reflected a similar sentiment when calculating the net promoter score.

Listener Frequency-BYU Radio

3% 7% 11% 10% 12% 18%
Less than Once a Month Once a Month 2-3 Times a Month

Listener Fruqency Other Programming

2% 6% 14% 54% 14% 1% 2%
Every day 2 - 3 times a week A few times week Once a week 2-3 times a month Once a month Every other month 2 - 3 times a year

Need NPS Here!

Based off of this data, we tested our hypothesis that those who had a higher level of satisfaction would be more likely to recommend BYU Radio to their friends. There was a statistical significance between satisfaction level and how likely someone is to recommend the station to friends. The table below displays our findings. NPS GRAPH HERE!

9%

Once a Week 2-3 Times a Week Daily

The correlation between satisfaction and how frequently listeners listen to other radio programming also shows BYU Radio that competition will always remain a threat to the station; successfully satisfying the customer will not necessarily provide a huge advantage over other
This statistic shows that BYU Radio should encourage listeners to recommend the station to their friends. If a listener has high overall satisfaction, they will likely do so. Satisfaction and Other Radio Programming One question we asked respondents on the survey was, How often do you listen to radio programming aside from BYU Radio? Based off of these responses, we tested whether overall satisfaction influences if people spend more time listening to BYU Radio in comparison to other radio programming. We found that while 49 percent of BYU Radio listeners listen less than once a week, 88 percent of the same respondents listen to radio programming aside from BYU Radio at least once a week. This statistic shows that while people are listening to BYU Radio, a majority of their listening time is spent elsewhere. The results are shown below.

radio programming. Satisfaction and Variety We asked the respondents to measure how much they agree with the following statement: I like that BYU Radio offers a variety of programming options on one channel. We hypothesized that those who strongly agreed or agreed with this statement would have a higher level of overall satisfaction After attempting to correlate the level of satisfaction with the variety of programming, we found that while 66 percent of respondents believe it offers variety, they are not satisfied. There was no correlation, and, as mentioned before, only 65 percent of listeners are satisfied with the channel. BYU Radio needs to unify its programming in order to increase the percentage of listeners who are satisfied with the programming. The results of this test are shown here.

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"BYU Radio Offers Variety of Programming"

6% 28% 66% Disagree Neutral Agree

Of the 88 respondents, 50 typed an answer into the provided suggestion box. Of these, 15 answers were some form of refusal to type anything; these answers were deleted from our data. With the remaining answers, we classified three of them as negative, 10 of them as positive and 22 of them as neutral.

Satisfaction and Currency One other variable not included in the original computation for the overall satisfaction score was currency. We did, however, ask respondents to rate how current they thought content on BYU Radio was on a scale of one to ten, and found the average ranking at 7.19. Because this average is higher than the median, we can assume that listeners are more satisfied than not with the currency of the content on BYU Radio. We compared this with the age of the respondents and found that 58 percent of listeners are in the 20 to 39 age bracket and that the average score for currency of programming was 6.9. This score shows that since the majority of listeners fall within this generation and that more than half of them said the programming was current, we can assume that BYU Radio broadcasts current content. It is not behind the times and is pleasing its primary listeners with programming that applies to that generation. Satisfaction and Suggestions The final question on the survey asked respondents if they had any suggestions for BYU Radio. This brought in a variety of responses which provide BYU Radio with valuable information.
The negative responses complained about the fuzziness of the channel, the lack of archives and the change in formatting. The positive responses simply offered examples of programs they particularly liked or encouraging words. Combined with the neutral responses, we categorized all of them as pertaining to one of the following subjects: sports, promotion, church, talk variety, music or broadcasting. Sports Two of the responses mentioned sports, one of which made a suggestion for another non-coach sports show that discussed interviewing and recruiting for BYU sports teams. Promotion Two responses commented on the need for BYU Radio to better promote the content on the channel. These listeners are obviously satisfied with the channel and think it deserves to be promoted.

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Church Six people suggested more content directly related to the Church. Three responses asked for more Church news, both nationally and globally, and the other three responses asked for more talks from general authorities or Church music. One response even mentioned BYU and suggested, Maybe have a program more directly related to campus life or introducing listeners to accomplishments of current students in different majors? What are research projects of the day? What are some interesting results of that research? Why would I want to study certain subjectsand do it at BYU? What is distinctive about Mormons? What myths about Mormons can you (gently) dispel about Mormons for me? Could I submit questions and maybe be directly involved in their answers? Talk Variety The six suggestions relating to talk shows all rallied for more variety in talk. Someone suggested a talk show about available technology, and several other comments suggested bringing in more discussion of current events on a local, global and national level. Music All five of the comments regarding music asked for more music. This offers us some clarity to the responses in another question. When asked to rate satisfaction with the following genres, respondents answered as shown below.

The responses in this question showed that more people (12) were very dissatisfied or dissatisfied with music than any of the other genres. People then pointed out in their suggestions that they want more music. The lack thereof is likely the cause of so much dissatisfaction. Broadcasting Six responses offered suggestions about the broadcasting of BYU Radio. This category entails broadcasting issues, programming schedules or accessibility. One person suggested BYU Radio get on Sirius a la carte programming, another suggested BYU Radio offer multiple streams and yet another said he wanted more information on the available programs.

Product Application
The survey questions regarding product application and listening methods sought to find out when, where and how people listen to BYU Radio. When One survey question asked survey respondents what time of day they listen to BYU Radio, and listeners could check all that apply. The results show that a majority of listeners listen in the afternoon between lunch and dinner, and the second highest listening time is between dinner and bedtime. BYU Radio should program their most popular shows during these times.

Time of Day
3% 20% 52% 21% 41%

Mornings between 6 am and 12 pm Afternoons between 12 pm and 6 pm Evenings between 6 pm and 12 am Overnight between 12 am and 6 am Saturdays Sundays

Dissatisfaction with BYU Radio Genres

15 10 5 0

55%

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Another question asked respondents how many hours a day they listen to BYU Radio. Of the respondents, 44 percent listen to BYU Radio one to two hours a day. Results are shown below.

People most frequently listened at home, with 29 percent answering all the time when asked how often they listen in each of the locations listed. Our analysis showed that the more hours respondents listen to BYU Radio, the more often those hours are spent listening at home.

Hours a Day
4% 27% 0% 26% Less than an hour 1-2 hours 3-4 hours 44% 5-6 hours More than 6 hours

How We asked respondents to check how they listen to BYU Radio, and also asked them to mark all that apply. This accounts for the percentages that equal more than 100 percent while still showing the most popular listener methodology. The results are shown below.

11%

4%

How to Listen
27% 27% 9%
Sirius XM Satellite Radio Mobile Phone App Podcast On-line Streaming Satellite/Cable Provider Other

Listening for one to two hours a day is a relatively small portion of the day, considering the trend of constant background noise during the day. BYU Radio does not hold much ownership in the competitive world of radio programming. Where These survey questions discovered whether people listen in the following locations never, rarely, sometimes, often or all of the time. Results are shown below.
65%

Car
11% 10%

Home
7% 29% 13%

We hypothesized that there would be a relationship between when people listened and through which medium they listened. Our results showed that there is a significance between listeners that listen in the morning or in the afternoon and those that listen through Sirius XM. This lead us to assume that those listeners listening in the morning and the afternoons are using primarily Sirius XM, which lead us to investigate how the later listeners gained access to BYU Radio. We found that there is no correlation between listening in the evenings, overnight or on

20% 9%

51%

28%

23%

School
5% 5% 81% 7% 1% 11% 10% 9%

Work
7%

Other
6% 1% 0% 2%

64%

90%

the weekends and listening through Sirius XM. Nonetheless, Sirius XM gained the most votes as the way to listen to BYU Radio, regardless of the time of day.

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Because Sirius XM was not the most frequently used channel through which to obtain BYU Radio, this further confirms that in order to reach the greatest number of listeners, BYU Radio needs to broadcast the most popular programs through online streaming in the afternoon and evening hours. App The survey also provided information about the BYU Radio mobile app, including what percentage of respondents use it and how interested non-users are in trying it. Of those who were surveyed, 25 percent reported that they listen to BYU Radio via the mobile app. This does not mean they exclusively listen to BYU Radio through the mobile app, but it does show that the app is one of their preferred means of listening to the station. In comparison, only 26 percent of those surveyed listen to BYU Radio via Sirius XM. Additionally, 10 percent of listeners report tuning into the station via their satellite or cable TV provider and nine percent claim to listen via podcasts. The most popular method used by respondents to listen to BYU Radio is online streaming. Sixty-five percent of those surveyed reported that they listen to the station online. Of the 75 percent who did not report using the mobile app to listen to BYU Radio programming, 35 percent said they were not interested in learning about or using the app. Forty percent, however, said they were interested and 25 percent were neutral regarding the matter. Including the 25 percent who currently hold neutral attitudes toward the mobile app, 65 percent of those who do not use the app are potential future users. These results are shown on the next page. BYU Radio holds potential with its mobile app if they can find ways to engage the group of interested and latently interested non-users.
20 15 10 5 0

Interest in App

In terms of marketing the app to current non-users, the survey provided a bit more information that could help BYU Radio. There is no significant difference between men and women in terms of interest for the app. This means future marketing strategies for the BYU Radio mobile app do not need to focus on one gender over the other. One thing to consider, however, is that there are more women who listen to Sirius XM than men; this is something BYU Radio can also use to market their accessibility methods to both men and women. Another interesting find is that there is no correlation between app users and any specific age group. This information will also be useful for devising any marketing strategy for the mobile app. Social Media When it comes to social media interaction, 45 percent of listeners do not engage with BYU Radio on social media sites. Seventeen percent of those interviewed said they follow BYU Radio on Twitter, while 27 percent reported to like the BYU Radio Facebook page. This shows, as introduced in our secondary research, that BYU Radio is successfully engaging its social media audience, but the relevancy of this engagement is questionable. This trend correlates to the likeliness of listeners to share the station. The survey asked, on a scale of one to 10, with one being very unlikely and 10 being very likely, how likely the respondents would be

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Sunday School Scriptures Real Families Real Answers Legacy The Tantara Hour Highway 89 Matt Townsend Afternoon Show History of Hymns BYU Weekly Scripture Roundtables History of the Saints Ancestors Education Week Thinking Aloud Conversations True Blue Bronco Mendenhall's Coach's Show BYU Forums CES Firesides Music & the Spoken Word General Conference 0% 20%

respondents. The 50-59 age group followed at 25 percent. The survey was shared on Facebook, a

Original Programming 29% or less

website that targets a younger audience, which may explain the majority of the responses coming from an age group unlike BYU Radios primary audience. Results are shown below.

Outside Programming 30% or more

Income and Education
40% 60% 80%

The next question asked about average income. Forty-three percent of the respondents indicated they make less than $50,000 a year. This shows that the listener base we hypothesized as primarily wealthy is inaccurate. None of the individuals who responded said they made over $200,000 in annual income.

Additionally, BYU Radio cannot develop programming that will please everyone. Satisfaction levels come from a combination of all things pertaining to BYU Radio, not just the programming. Also, since opinions on programming were so widespread (see Satisfaction and Suggestions section), BYU Radio needs to improve in a balanced way in all aspects programming, convenience, etc.,and not depend solely on improved programming to increase overall satisfaction.

Demographic
The demographic portion of the survey sought to discover who listens to BYU Radio. The analyses below represent the 88 people who responded to completed all of the survey questions, including the four demographic questions (24-28) which concluded the survey. Descriptive Statistics Age The figure below shows the most popular age response was the 20-29 age group with 23

The next demographic question asked about the listeners levels of education. The most common response was a bachelors degree, with 37 percent of the total responses. BYU Radio

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According to our statistical analysis comparing listener frequency and the demographic variables of age, income and education level, we found these do not affect listener frequency for BYU Radio. Because the number of respondents was less than the necessary 400, there was a lack of spread, diversity and randomization of the sample, which contributes to the lack of correlations between listener frequency and demographics.

Strategic Recommendations

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specific programming to satisfy that audience. Because BYU Radio also represents a university directly associ-

Strategic Recommendations
SWOT Analysis After synthesizing the information we discovered through all of our research, we developed the following matrix to display the strengths, weaknesses, opportunities and threats for BYU Radio.
Strengths Low operational cost Unique programs Live BYU sports coverage Connects with BYU audiences Weaknesses Disconnect with non-BYU audience Widespread programming Non-specificity in content Undefined listener base

ated with The Church of Jesus Christ of Latter-day Saints, it needs to discover if it acts as an effective missionary tool, and if not, how to do so. The station wants to Talk About Good, but at this point, BYU Radio does not know who it is talking to or what those people consider to be good. If BYU Radio does not discover who listens and why, it will continue to leave its current listeners unsatisfied, and perhaps drive them away from listening. If BYU does not organize its programming to please this audience or present content that will serve as an effective missionary tool, they may lose the funding they receive from BYU Broadcasting or fail to gain any popularity. This would also hinder its ability to spread the gospel to the world because it would target the wrong people with dissatisfying content and thereby lose an unique opportunity for the university and The Latter-day Saints. If BYU Radio can define its audience and their desires, however, it will grow its listener base by providing improved and focused programming and promoting the station through more coherent tactics. Core Opportunity BYU Radio has an opportunity to define its primary audience and provide content that is satisfying to these listeners and provides information about BYU and the Church, which will allow it to expand its listener

- Variety of programming Opportunities Large market potential Flexible programming Missionary tool Low risk in change Growth potential

Threats High competition Understaffed Potential audience loss Ineffective programming

base, improve its programming and share the gospel. Strategic Recommendations The primary strategic recommendation we offer after synthesizing our research is to focus. BYU Radio provides a variety of talk shows that do not fit in one specific genre, and music that both satisfies and dissatisfies the listeners currently listening. Instead of trying to find a balance and keep all of these listeners only half interested at only certain times of day, BYU Radio needs to choose an audience and satisfy them. BYU Radio may suffer the loss of some listeners who disagree with the programming it chooses to emphasize, but by choosing to emphasize only one type of programming, BYU Radio can guarantee a satisfying listener experience to potential listeners who like the programming on which it chooses to focus. Based off this first recommendation, we have more recommendations for which programming BYU

Situation Analysis BYU Radio is broadcast through Sirius XM and can also be found through online streaming. This represents challenges and opportunities for BYU Radio as it works towards specific objectives. In order for BYU Radio to reach its intended audience and shape its message accordingly, it needs to have a clearer understanding who is currently listening and why. However, with its current broadcasting techniques, this information is scarce. The station currently has no grasp on who its audience is or should be, and as a result does not have

Radio should focus on and to which demographic that programming will bring satisfaction. Our research showed the primary demographic as middle-aged men and women30 to 50 years oldearning an average income of $50,000 to $90,000 who live primarily on the West or are associated with it because it houses the headquarters of The Church of Jesus Christ of Latter-day Saints and Brigham Young University. Some of these people work, some stay at home and many of them have families. These people are

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interested in BYU, the Church and inspiring messages. They are busy, and they want direct access to their most satisfactory listening choices. The programming that most satisfies this demographic is the LDS and BYU content, so this is the

programming that BYU Radio should choose to emphasize. The original programs that BYU Radio produces independently do not always fit this mold; the demographic want music and talk that enlightens them about news in the Church, updates on the BYU campus and its sport teams and other uplifting messages. BYU Radio should consider cutting some of the original programming and replacing it with the suggested content to better satisfy the demographic which our research discovered are the most interested listeners. Another set of strategic recommendations that will help BYU Radio target its specific audience with

new, specific programming is to promote its product. This involves improving its social media sites. The Facebook posts need to be relevant to the programming they promote, and BYU Radio need not lose any interactivity because they no longer post chimpanzees when attempting to promote a talk show about families. Social media can be interactive and relevant, and BYU Radio should make adjustments to strike this balance. Twitter, YouTube and Instagram are all free online networks that BYU Radio can consistently monitor and update, and thereby promote its product. Promotion also involves improving the website; listeners may be driven away by the difficult navigation or uninviting layout. Changing the website to be more user-friendly will increase listener visits and encourage loyalty to the station. This also relates to the app; listeners want direct access, and promoting the app will help them obtain this. A final strategic recommendation addresses BYU Radios objective to be a missionary tool. Currently,

Conclusions & Recommendations

most of BYU Radios listeners are already members. This is why the programming that most satisfies them is about the Church. However, choosing to emphasize news and discussions about the Latter-day Saints does not eliminate the potential for non-LDS people to listen to the station. In fact, this type of content is exactly the type that will spread the gospel most effectively to those interested in learning more. The key is that BYU Radio must promote its programs to non-LDS listenersa concept which revisits our recommendation about social mediaand encourage its current LDS listeners to be missionaries as well and recommend BYU Radio to their friends, families and colleagues. BYU Radio might have to cut some of its non-LDS or original programming, which will definitely give it a reputation as station fully associated with Mormons and BYU, but what reputation would offer a better invitation to interested non-members to learn about the gospel? BYU Radio must focus. It wants to satisfy, and it wants to spread the gospel. This research provides insight into who listens and what satisfies them, and these recommendations will help BYU Radio do so. It will also build a foundation for BYU Radio to be a more effective missionary tool.

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Conclusion
The research we conducted for BYU Radio this semester yielded beneficial results. We researched information relating to our three main objectives and also answered our initial research questions. These research questions included:

such as Music and the Spoken Word or BYU Devotionals. Additionally, most people do not listen for sports because they would rather watch the event on television. We found that many listeners would recommend BYU Radio to a friend, but they do not consider it an effective missionary tool. This is because the content is focused on and targeted to an LDS audience; with no balance of Church news and content as well as non-LDS programming, non-members will not be attracted to the station. Strengths and Limitations Performing the research was challenging because we had limited access to listeners. For our qualitative research we only contacted people who had previously contacted BYU Radio independently and therefore had stronger opinions about it. The most difficult part was trying to have statistically significant findings from our

Who listens to BYU Radio? (demographics) Why do people listen to BYU Radio? When and where do people listen to BYU Radio? Which programs hold the highest/lowest appeal to BYU Radio listeners? What do listeners like/dislike about the station? Is the station an effective missionary tool? How can BYU Radio improve to satisfy its current and potential listeners?
Result Summary The majority of listeners we interviewed for our qualitative research were older, Caucasian, middleclass members of the Church of Jesus Christ of Latter-day Saints who lived in the Western United States. Our quantitative research verified this information, which shows BYU Radio the demographic they currently reach and offers a guideline for the type of programming that will satisfy its listeners. According to our research, these people listen to BYU Radio because of the uplifting and positive content. Listeners know BYU Radio broadcasts clean content and that the programming will never offend them. People enjoy the religious content BYU Radio provides. Despite the positive feedback, however, our research showed that most listeners are not positively satisfied with BYU Radio. This is not good; BYU Radio wants to produce programming that brings people ultimate satisfaction, not simply displeasure or apathetic neutrality. The majority of listeners later in the day, primarily through online streaming and Sirius XM. While most people listen at home, many also listen in their cars or at work at least once a week for one to two hours. We found that the programming is too varied with little focus. The inconsistent programming does not allow for original programming to gain popularity. The most popular programs were not even created by BYU Radio,

quantitative research because so few people took the online survey. We believe that considering our research and applying our recommendations to the station can help target a specific demographic, enhance listener satisfaction by unifying channel programming and increase the effectiveness of BYU Radio as a missionary tool.

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Appendix

Appendix A Transcripts

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In-Depth Interviews: Transcripts

Interviewees:
Lynda Howard (L) Tami Hurd (T) Dennis (D) Mike Haley (M) Interviewer (I)

I: OK. How often do you think you listen to BYU Radio? Is it every time you get into the car or maybe just on Sundays? L: I usually listen almost every day. Not every day. But just about every day. Ill listen to a portion of BYU Radio along with other stations. I: OK. What attracts you to BYU Radio? L: Well, I like to hear music and I like to hear the talk programs. I like to hear, oh..., I like the wholesomeness, I guess. Theres nothing thats going to offend me. I: Thats a good reason. So would you say thats because the station has values that are similar to yours? L: Yes. I: OK. Do you have any specific programs on the station that you enjoy listening to? You mentioned you like to listen to some of the talk programs, so are there any in particular that you enjoy? L: Occasionally Ill hear the Tantara Hour, I like that and Marcus Smith. Occasionally Ill hear Music and the Spoken Word. Matt Townsend. Eric Dowdle, Ill hear him. I like to listen to ... occasionally Ill listen to Eyres on the Road. I: OK. It seems like you listen to a bunch of the shows then, is that right? L: Yeah. Just whatever is on the radio at the time when I turn to that station. If its interesting and I like it, Ill listen to it. I: OK. Do you have any programs on the station that you wish were played at a time when youre usually driving? Perhaps one of your favorite shows that isnt usually playing when youre normally in the car? L: No. Not really. No, I dont find that Im wanting something else, generally. I: OK. Do you -- you mentioned that you dont listen to BYU Radio exclusively, obviously you listen to other XM stations. Are there programs on other stations that you wish BYU Radio offered? L: No. Not Really, no. Ill... usually Im catching Doctor Laura or a 70s or 80s music station if its not BYU Radio. So yeah, I know those things wouldnt be offered, probably, on BYU Radio. I: OK. So you said you listen to 70s or 80s, is that because thats the kind of music you prefer? L: Yeah. Thats my generation of music, generally.

Lynda Howard Lynda Howard: Hello? Interviewer: Hi, Lynda, hows it going? This is Mason Porter from BYU Radio. L: Hi, Mason. Yes, Hi. I: How are you doing? L: Im doing good. I: Im sorry if theres a little bit of delay on the phone. Im using some software to record the call if thats OK with you, for the interview. L: Yeah, thats fine. I: OK. All right, so, do you have 15-20 minutes right now so we can go over questions? L: Sure. I: OK. Ill try and be respectful of your time. And thanks so much for taking the call. L: Youre welcome. I: The first question I have is, how did you find out about BYU Radio? L: Well, I listen to it on XM, but I think even before I had XM, whenever Id drive through the Salt Lake area, Id try to catch it then. So, just flipping through channels mostly, I think is when I first encountered it. I: OK, and do you know how long youve been listening to BYU Radio? Maybe, specifically, on XM Radio? L: Probably since around 2008 (four years). I: OK, good. Do you have an XM subscription then? L: Yes.

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I: Weve been discussing BYU Radios music options and obviously their music options are something you wont find at any of the other XM stations. L: Yeah. I: Do you think you turn to BYU Radio more for the talk shows or the music? L: Usually I find myself turning to more talk, but then if music is on ... I dont really keep track of the schedule so if music is on its a nice added extra bonus for me. So, I dont mind it, I guess. If that makes sense. I: Yeah, that makes sense. Do you think that the other radio stations you frequently listen to offer something that BYU Radio doesnt, but could offer? L: Probably not. I: OK. You said you listen a lot on XM Radio. Do you ever listen with the mobile app or online? L: No. No, I only have a subscription that allows me to listen in my car. I: OK. Did you know that you can download a mobile app or listen online for free? L: I thought that you had to pay extra. I: There is actually a BYU Radio mobile application that you can download on a smartphone or a tablet. L: Oh. Oh, I see, through BYU Radio, not through XM. OK, I havent explored that, no. I: Well, thats OK, its just good to know how familiar people are with that app because Im not sure how much BYU Radio has promoted it. L: I see. Thats something I wasnt aware of and perhaps I might explore. Is that app available for the Kindle, too? I: I believe it is. I know you can get it for Android and iOS devices, but Im not sure about Kindle. I could check it out though and email you information later, if youd like. L: I can actually explore that for myself. I: OK then. So when you listen to XM Radio then, thats exclusively in your car? L: Yes. I: Do you have regular drive times that you commute to and from work every day? L: I have some regular drive times every day and then occasional errand running that is random.

I: OK, do you mind telling me when those drive times are when youre most likely listening to the radio? L: My regular drive times would be Monday, Wednesday, Friday between 9:30 a.m. and 10 a.m., and then between 11 a.m. and 12 p.m. Then Tuesdays my regular drive time is between 7 and 7:30 p.m. and Thursday my drive time is between 8 and 8:30 p.m. I: OK, thank you. There are just a few more questions then Ill ask some demographic questions. L: OK. I: Do you have friends or family that listen to BYU Radio? L: My husband does. Im not sure who else. I dont know of any other friends that have an XM subscription or if they listen online, Im not aware of it. I: Would you associate BYU Radio with the LDS church? L: Yes. I: OK. Did you or a family member attend BYU? L: No. Well, my daughter did, but not myself or my husband. I: OK. What time zone are you in again? L: Mountain time. Mountain Daylight Time. I: OK. Im going to ask you just a few demographic questions and then Im going to get your address to send you that gift card. If you dont feel comfortable answering any of these questions, you can just say so and Ill move on. L: OK. I: So, where do you live? L: I live in Meridian, Idaho. I: And whats your age? L: 44 I: Whats your occupation, if you have one? L: I stay at home. I: OK. What does your husband do for a living? L: He works in construction and also in the funeral industry.

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I: The last one is the most sensitive, some people dont like answering, but what is your annual household income? L: Between $50-80,000. I: OK, thanks so much. The last thing is if I can get your address so I can send you the gift card. L: OK, its 1468 East Pistioa Dr., Meridian, ID 83642. I: Do you have any other suggestions for BYU Radio that could enhance listener experience? L: No. I dont think so. No. I: Thanks, Lynda. L: Youre welcome. I: Well get that gift card out to you soon. Thanks so much for your time. Take care. L: No problem. You too. I: Bye. L: Bye. Tami Hurd Tami Hurd: Hello? Interviewer: Hi, is this Tami? T: Yes, it is I: Tami, this is Krista calling from BYU Radio, hows it going? T: Its going good, thank you. I: Good. Do you still have a little bit of time we can go over some questions this morning? T: Sure, yeah. I: Great, this shouldnt take more than 15-20 minutes, and Ill try and be respectful of your time. Well just get right into it. How did you find out about BYU Radio? T: I have a daughter whos gone to BYU for years, so I think at some point she probably told me about it and that I should listen to it and I think thats how I got into it. I: OK, and how long do you think youve been listening to it? T: Oh, probably four or five years. I: OK. How many of those years do you think came with Sirius XM?

T: You mean when BYU changed to Sirius XM? I: Yes. T: Well, how long ago did they switch the Sirius XM? I: Well, I think it was 2012? T: Yeah, well then thats the only time I did it. Before then I was just selecting options online. I: OK, and how often do you listen to it? T: Well, I dont listen as often now as often as I used to. I probably used to listen to it four days a week, and now its probably only two days a week. I: OK, great. T: And the only reason I think is because, there may be a way to do it, and I dont know, but, if I could just do an icon on my desktop and it would just be a single click, that would be so nice. I think I would listen to it more if there were less clicks to get to it. I: OK, so are you saying that you go online to listen to it now? T: Yeah, I listen to it online on my computer I: OK, have you ever heard of the app? T: No. I: Well, OK, just for your information, there is an app that you can get that you would be able to just get it with a single click on your phone. If thats something youre interested in. T: Well, you have to have a smartphone for that. I dont. I: OK, great. T: I just listen to it at home on my computer in my kitchen while Im working. I: OK, what attracts you to BYU Radio? T: I really like Marcus Smith, I love the voice that he brings in, I like listening to BYU Devotional quite a bit, I enjoy Tantara Hour, and Ive enjoyed that, I typically listen to the radio between nine and three, by the time my kids come home in the afternoon, theres too much noise and confusion and people being on the computer to do homework. So between nine and three I use it a lot. I: OK, I can understand that. Are your kids mainly elementary aged children, middle school, high school?

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T: Theyre all high schoolers. I: OK, and I know you mentioned Tantara Hour and Marcus Smith, are there any other programs that you particularly enjoy that BYU Radio offers? T: I wish that they, I was looking at the line up on Sunday, and I didnt really care for the Sunday lineup. I wish they would switch things around, differently. I think in the afternoon they do devotionals. I dont know, theyre replaying things in the afternoon that I could get later in the week. I prefer that Sunday afternoon, I dont know, it seemed like on Saturday they used to have a family history show. But Im so busy on Saturday mornings! Im running around like a chicken with my head cut off! I wish they would put something like that on a Sunday afternoon. I: OK. T: Yeah, because Sunday afternoon, you can get devotionals any day of the week just by pulling up the archives, but I dont know how to get anything else again just by going to the archives. So that was my only wish is that they would switch that. I dont particularly care for listening to Music and the Spoken Word on BYU Radio. To me, thats something that I can get anywhere, so to me thats a wasted hour. I dont care for Music and the Spoken Word at all. Also, the Kennedy Center pieces are esoteric. You really have to have a keen interest in some of those smaller, its just a subject matter that doesnt have a widespread appeal is all Im saying. I: Right. And Im sorry, that word you used to describe the Kennedy Center pieces, did you say satiric? T: Esoteric. I: Thank you. Sorry about that. So, that sounds good, it sounds like you have a list of programs you wish BYU Radio offered, is there anything else you wish they had, maybe a talk show or something like that? I: I love Eyres, I love the snippits they do for parenting, I think thats great. I like, no I dont think so. I just need it to be easier for me to access really quickly on my laptop so I dont have to, I kind of switched over to Pandora because I think I got in the habit. The other thing I think would be valuable is when I go to print the schedule online, the PDF document, its really small and hard to read, its harder to look at, and I think it would almost be worth it, if BYU is trying to stretch their audience to

send out a nice, tri-fold schedule in the mail. I: OK. T: You know, so that people, and it would be a 8.5 inches by 11 inches and it would be cardstock, just because its really hard to read. The color blocking is nice, but for me, I dont know who your intended audience is for BYU Radio, but to have that schedule easy to read is really important to me. I: OK, that is a great suggestion, thank you so much for mentioning that. Also, based off the things you listen to, do you listen to any other stations on Sirius XM besides BYU Radio? T: No, because I dont have XM anywhere else. I: OK, great, so, you said, just as a review, you listen to BYU Radio in your kitchen, on your computer, during the day? T: Yeah I: Do you listen to it any time outside of those hours, like in your car or something else? T: Well, Im in Idaho so I dont have satellite radio, and I dont think theres anywhere else to access BYU Radio anywhere else, where Im up in the Boise area. I think I would, if I had it available, but I dont have any access to it. I do have a studio workroom with a laptop down there. I think I would listen to it more if I had a nice 8.5 inches by 11 inches where I could easily see what programs are playing at what hours of the day. I: OK, thats great. Is there anything about the actual programming or the lineup or the setup about BYU Radio that you would change? T: Let me see if I can pull up an actual schedule. I: Sure. T: Who is your audience? I: I think were looking at upper class, retired people, I think mostly because you have to pay to have a subscription to BYU Radio. Thats why were trying to have these interviews so we can more clearly define the audience, and thats why Im talking to you. I: Does it look like theres anything on there that you would like to change or that you would improve? T: Remind me some of the things that are on there? I: Sure, it looks like weve got Highway 89, Thisll Take Awhile, Marcus Smith, Matt Townsend,

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Tantara Hour, Music and the Spoken Word, Devotional, weve got a whole string of Kennedy Center, Talkworthy, Thinking Aloud, Eyres on the Road, T: Eyres on the Road I think I enjoy. Thats the one with the guy who goes around and has the interviews with the different people in the different towns? I: Yeah. T: Yeah, that was a fun one. I: Great, so, it doesnt sound T: I dont know what Matt Townsend is. Yeah, those are early in the morning. Im really busy in the mornings getting the boys out to school. And so, Im not doing, Im not really hopping online. The earliest I get online is 9 to 9:30 T: Thinking Aloud I like. Yeah, by the time I get to 3 oclock, Im not really on anymore. So Im looking at the Saturday, Sunday lineup. Saturday Im busy so Im not really looking at Saturdays. I might do Saturday afternoons, starting at 2 oclock to start those things off. And then Sunday Im gone until noon, I might look into those, I just never thought about them before. I: I just want to go back to something you said before, you said you sometimes turn to Pandora. What does Pandora offer that BYU Radio doesnt? T: Well, sometimes when Im working I dont want words, I just want music, you know, instrumentals, because I dont have to pay attention to instrumentals and it takes me more to listen to BYU Radio, Im listening to BYU Radio for education and the intelligence it provides, and when Im listening to Pandora, Im really concentrating on something else so I dont really want to split my brain. Thats the only reason I would choose Pandora instead. I: OK, sounds great. OK, do you mind if I ask you a couple of demographic questions to wrap it up? T: Sure. I: OK, where do you live? T: Boise, Idaho I: OK, and any of these questions you dont feel comfortable answering, just let me know. How old are you? T: 52

I: What do you do for a living? T: Im a mother I: Great choice! OK, is there a bracket into which you can quantify your annual income? T: Yeah. I: And would you mind telling me that what that is? T: OK, its $80-95,000 I: OK, great, do you have any friends or family that listen to BYU Radio? T: I think my dad used to, he died in May. I dont know, I think I might get my mother once shes resettled to look at BYU Radio. I know she was always faithful to Kim Komando doing computer stuff, you know, we wouldnt call her on Saturday morning if she was listening to Kim Komando, you know, so shes used to listening to a program, so she might be one that would be interested in listening. I: OK, great, and you said your daughter went to BYU? Did you have any other family members that attended BYU? T: No, my husband and I both didnt, my daughter finished her Masters there and teaches during the summer. I: Would you associate BYU Radio with the LDS faith? T: Yeah I: OK, thats all the questions, I just want to make sure I get your address so we can go ahead and send you that gift card. Do you mind giving that to me real quick? T: Sure, its 131413 Wittenburg Street, Boise, Idaho 83713. I: All right, thanks so much for your time, Tami, well be sure to send that to you as soon as we can. T: Thanks, bye. Don Helvey Don Helvey: Hello? Interviewer: Hello, is this Don? Don: Yes. I: Hi, this is Hillary calling on behalf of BYU Radio. D: Oh yes!

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I: How are you doing? D: Oh fine, let me get to a point where I can hear you better. D: OK. Now Im in a quiet surrounding. I: OK, sounds good. Are you ready for some questions then? D: Yes. I: OK, perfect, lets start. How did you find out about BYU Radio? D: Well, Ive known about it for quite a while. I am a member of the LDS church, I found out about it when they put the radio station on XM station, thats when I really started listening. I: OK, how did you learn about XM Radio then? I wasnt familiar with it before I started working with BYU Radio. D: Well, I subscribed to XM, but I believe in an email or advertisement that they alerted that BYU Radio was going to be on XM. I: Perfect, thats good to know. And how long have you been listening to BYU Radio? D: Since it went on XM, so I dont know how many months its been on, so thats how long I have been listening to it. I: Do you have any approximate years, you know, like a tentative time? D: Less than a year, because they just put it on 2012, I believe. I: So youve been listening since BYU Radio has started being on the XM station, am I correct? D: Yep, correct. I: How long do you listen to the station? D: I listen probably three to four times a week. I: Do you have a specific time you like to listen, like during the day, when is it that youre listening? D: Generally the evening or early morning hours, particular on Sundays when they have the Conversations program on. I: OK, so you said evening and morning hours and Sundays? D: Yeah, well, early Sunday morning. I: All right, so do you listen to BYU Radio while youre commuting, or is it just, likeD: No, I dont.

I: OK, just wondering. So my next question is what attracts you to BYU Radio? D: Well, I like the interviews for one thing that they have, the various general authorities, and some of the other principles. I cant figure the name now, well people who succeeded in various endeavors in their lifetime and read inspiring stories and that type of thing. I: OK, good to know. What programs do you particularly enjoy then? Do you know the specific name of one orD: Well, Conversations is one of them. Then Tantara, they might call it something else, the record label interviews well, with just the background that they give on the music that Tantara produces. I: OK, good to know. Do you want to tell me more whyD: I forgot to mention I might listen to a BYU Sports broadcast I: Oh, you listen to the sports broadcast too? D: Yeah, some of them. I: OK, which sports broadcasts do you listen to, do you have a particular sport you have in favor over others? D: Generally football. I: OK, good to know. Is there a program you wished BYU Radio offered that you havent heard at this time? Sorry, is there a program you would like them to make or hear from them? D: I cant think of anything in particular because then generally all of the talks and the devotionals are available in archives and I can go listen to them that way. I: OK, and do you listen to more of a certain show than others? D: No, what I listen to is what I like. I havent listened around the clock at different various times to really know what all the other stuff is. But those hours I listen I do enjoy. I: OK, good to know. Do you listen to any other stations than BYU Radio? D: Oh, yes. I: What stations do you listen to? D: KNRS, KSL, KLL, sometimes Ill go up on the internet to BX, or what we call the hand radio days. I like Bluegrass and country music so Ill drop into those every once in awhile; I am in Payson, Utah, so particularly with those local stations.

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I: OK, so would you say you listen to BYU Radio for a specific reason, or a specific thing you want to hear from them? D: In particular the talks, and the interviews, the conversations, because I do use those for talks or if Im responsible for sacrament meeting talks, and Ill refer people to those to talk on, so I listen in for that. I: All right, and what do other stations offer that BYU Radio doesnt, like why do you listen to them instead of BYU Radio? D: Uh, the programming on is for certain people I like, I follow, and its more political in nature. And its more sectarian than the broadcast I listen to on BYU Radio. I: All right, good to know. Um, so where do you prefer to listen to BYU Radio? What kind of setting do you like to be in when you listen? D: Well, generally, when Im listening to radio I am in bed, or indexing, or something, and Ill put the radio on with headphones while Im doing other things rarely listening in my car so far I would have to take my XM with me to hear in the car so I would do that on some odd trip, so thats not very often. I: OK, so you said, mornings, evenings and D: And in the morning its about 5:00 a.m., 4:30, up until about 6:00 a.m. at that point Im I: OK good to know. Where do you get XM radio, is it in your house? D: Yes. Through my XM receiver. I: I have one more question about BYU Radio, then I have a couple questions about yourself. How would change BYU Radio, what would you like to see new from BYU Radio or different? D: I dont, I like it exactly how its being programmed. It fits what I want, I love the fact that I can go to the archives and pull things that I may have missed. Out of the archives, thats pretty important, thats what Im listening for. I: Great, so I just need a couple of questions, demographic questions, is that all right with you? D: All right. I: All right, my first question is where do you live? D: Payson, UT.

I: All right, and whats your age? D: I dont know, I stopped counting at 50 but its somewhere around 74. Either I am or I will be this year, one or the other. I: All right, good to know. What do you for a living? D: I am retired. I: All right, and then what did you do before you retired? D: Lets see, I started out in radio as a disk jockey engineer, then I went into television as an audio mixer and for the last five years before I retired I was the audio mixer for Entertainment Tonight. So I guess I have been in show business for fifty years. I: Thats super cool. OK, and then, I know youre retired, what was your average annual income before? If youre comfortable- or the range you were in you dont have to give me specifics. D: Around $75,000 a year. I: All right, I think I just have to ask you one more question so we can send this gift card to you. What is your address? D: 716 West 1550 South Payson, UT 8465. I: All right, thank you so much for your time and well get your gift card to you soon! D: K, have fun! Dennis Summer Interviewer: I just wanted to thank you for being willing to help us do this. Its kind of hard when its a requirement for school, but at the same time its neat that youre going to help make something better for a lot of people and I appreciate your willingness to help us out. Dennis Summer: Im glad to be involved and hope that something good can come of it. I: Excellent. Do you mind if I ask you a few demographic questions so we can get an idea demographically where a lot of reviewers are? D: No problem. I: So, how did you find out about BYU Radio? D: Actually, I live in Rexburg, Idaho, so Im kind of familiar with what the colleges do. Ive had a boy going to Utah Valley and Ive had relatives going to school down there, nieces and nephews. And Im

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familiar with what they would call BYU Radio out of Provo, too. I spend a lot of time in vehicles, so Im interested in trying to listen to those radio stations. Some other radio stations there are worth listening to and some of them are terrible. I: So, finding out particularly about BYU Radio was mainly that you got a satellite radio and found that BYU radio existed as a station through your satellite radio? D: Back when satellite radio first introduced the XM Radio, I was very disappointed. Sirius Radio came online about a year after XM came online. I was actually out at a truck repair place listening to Sirius Satellite Radio and thought, This is a decent radio! I found out Sirius Radio programmed out of New York City. XM Radio was programmed out of Washington, D.C. So, mine out of Washington, D.C. played some pretty stupid music. Some of it was called Harlems hip-hop and there was stuff that Im sure was recorded in the 50s and 60s, but it was only of interest to the black community. They were playing it on XM Radio 50s and 60s channels like everybody shouldve heard it, but if you grew up in the West like I did, we listen to stations out of Salt Lake and Las Vegas. It was a whole different kind of radio, and it was what I would call Billboards Top 100 and it was gravitating more towards the West. Anyway, I was so impressed by how Sirius did it, then of course, Sirius XM became real competitive and started buying contracts like Howard Stern. And they started buying millions of millions of dollars in contracts and it started to melt down. Sirius XM filed for bankruptcy and during that time, theres a lot of conversation and the FCC got involved. They petitioned the FCC to let them combine, and during that time there was a lot of conversation and there they were able to save themselves from going bankrupt. If the FCC granted them that privilege, they would have the ability to bring on specialty stations in this specifically mentioned BYU Radio. When I read that, I just got all excited and thought that would be so great to have BYU Radio on satellite radio. Well, the two radio stations merged and they did offer BYU Radio. I actually had written letters and told them before that they should put on BYU Radio because there are all these Mormons who live in the United States who could really benefit from BYU Radio. A lot of people would buy Sirius XM Radio if BYU Radio was on it, and then I heard them say on one of their promotional things that they were going to offer BYU Radio and that it would come online in the fall. I think its been online about two to three years now? But when it first came online, I was so disappointed. It was nothing like the BYU Radio that was

transmitted on an FM channel, and if youve been in Rexburg, they have a KBYU channel. Its broadcast now on 91.5 FM, and that is one of my favorite channels. In Salt Lake there is an AM channel like a 60 AM, and you can get that channel all over Utah. It rebroadcasts a good signal. Its one of the best LDS music channels out there. They do about the very same thing they do in Rexburg. They play music probably 15 minutes and then they have a spiritual thought or talk. They talk about football games, you know, stuff like that thats happening, but most of the time they play music. There are times when they do all instrumental kind of music, and then there are times that they do vocal music. They do some kind of pop stuff, you know, that older people probably wouldnt be too into, but they still do a lot of Mormon Tabernacle Choir. I dont know how they decide when theyre going to play instrumental. Its kind of like Sounds of Sunday more than just hymns and stuff that you only hear on Sunday. So, thats kind of a long answer. How I know about it, how Im familiar with it and I wish I could get a better source of music over satellite. A lot of people dont pay that much attention anymore to regular radio and satellite radio is going to be the radio of the future. I: I think youre right. So how long have you been listening to BYU Radio? D: How long have I? Years. Now, when you say how long you specifically mean BYU Radio? I have listened to it the minute it first came on the air. The amount of time Ive listened to specifically BYU Radio out of Provo, probably seven or eight years. I: How often do you listen to it now? D: Probably once every two to three weeks. I: So, what attracts you to BYU Radio specifically? D: BYU satellite radio, I probably only turn it on every two weeks. If you turn it on Sunday they are a little bit better than they are during the weekdays. I: What attracts you on those days that you do listen? D: Im trying to listen to something that is inspirational. I: Are there particular programs that you enjoy? D: Conference. Conference is the only thing that I enjoy that they offer. It is something that I know is guaranteed inspirational. It only happens twice a year. I found Christmas Eve was a pretty good day to listen to BYU satellite radio this last year.

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I: Is there program particularly that you that you wish BYU Radio offered or that would bring back that you have heard before? D: No. Other than conference, I know that theyre going to offer conference every year. They do a good job on conference. They do a good job on sports. They will play the games; theyll broadcast the games pretty regularly. So if Im in the truck or I am driving on a day and not by the TV, the sports I enjoy listening to. But a lot of their talk shows are just plain stupid. I: Well, thank you for being honest. D: One day, I said. Im going to listen to this program and hear what it actually is. Im going to listen to the whole thing. It was about a two hour program. They have these two people talking back and forth about a thesis that this person had done and in their studies it was kind of like sociology criminal behavior. They were talking about the statistical analysis that they have compiled by interviewing people who work in the state prisons as well as the male and female inmates and how likely these people were to regress and go back into the criminal system. It was the most torturous thing. I thought to myself, Who thinks up this type of program? Im sure that it was probably the mother of the lady who got her Ph.D studying criminal behavior and thought it was pretty neat that her daughter was on the radio talking about her thesis and talking about the statistical samples and how they mathematically computed this. They were reciting the numbers of how these people would fall into increased crime patterns and how others wouldnt. There was nothing inspirational about it at all, it was just a bunch of boring facts. It was all just statistics about what this person had studied and all the people that they had talked to in penitentiaries. It was just craziness. Now, I did listen to a program not too long ago that I think was a cooking show. And they talked about recent recipes and they were cooking food for the president of the university and I thought, whos interested in this? This is crap too. And I wrote BYU Radio and told them the same things that Im telling you and they said, Well, we dont want to be competition to these local and FM radio channels. We dont want to put them out of business, so we want to do something thats totally different from what they do. So, they were having Oprah Winfrey kind of interviews, graduate students were working on Ph.D.s, people who write books and you know, thats who they interview except for when they have Conference. It is almost 99 percent just talk.

I: Do you listen to any other stations besides BYU radio and why do you like them particularly? D: I listen to music a lot and I turn on the radio a lot. My satellite radio when I am traveling is my favorite radio because they can hold onto a station for 900 miles. When you are driving in a car local FM station you can get for maybe 50 miles, you have maybe an hour and then you drive out of range. The station out of Salt Lake 860 AM station that has probably the biggest broadcast range of any station that I know of plays really good LDS music and inspirational thoughts and talks and lets you listen to that from probably Willard, Utah to Roosevelt, Utah. That drive is probably four to five hours. Thats a long ways. I: So you like that station more because you feel like its more inspirational and that you get a lot more variety of content? D: 860 AM is a great station. 91.5 FM and Rexburg, Idaho is a great station. If I can have them on satellite radio, I would turn that on and leave it there for a long time. But when Im in Rexburg, Idaho and Im just driving around in circles, most all my cars are in that 91.5 radio station and I turn off my satellite radio. They hardly advertise, and its very rare that that they do advertise. I dont know how they afford the station. Theyre probably just student-run kind of things where they put all their effort into what theyre going to play and I dont know how they figure out which wants to play. I rarely hear things that I think, Why they playing this over and over? I think they have pretty fresh programming and they must program every week or something like that. There are a lot of radio stations where you hear the same thing twice. There are a lot of stations that fall into the category of when they have a chauffeur for 12 hours and then replay it for the next 12. But they do a good job on that 91.5 and that 860 AM. Theres another show there along the Wasatch Front that I will listen to by my satellite radio when I turn it on, I actually own one of the most elaborate satellite radios. Its called the Stiletto. I can use it like an iPod and I can use it for its memory, so when I hear a song that I like or a talk that I like I can touch a button on the display and it will load that song or talk and I can play it again and again. It actually came out with a new Stiletto that you can remove the memory card and trade them out. You can have thousands of songs and talks that you can record your memory. My Stiletto does not have the energy interchangeable memory card so I can record 100 songs or 100 tops. I have so many things that are in my memory banks that sometimes I can just listen to my memory playlist and enjoy it. Satellite

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radio is kind of unique because the radio plays into a buffer menu listen to it. So, even if youre only listening to the last part of the show or song you can record it and it will start from the very first part of the song with the talk and it knows to record the whole song of the whole talk. Its a great radio, I really like it. Do you ever listen to Pandora Radio? I: I do. I listen to it a lot, actually. D: Pandora has a lot of great features that satellite radio is trying to offer. On satellite radio it doesnt have a way to respond back when you say ban this artist or band this song because I dont want to listen to it, but your Pandora can do that. I: Yeah, thats true. D: Satellite radio is trying to add features so quickly and so rapidly that their Internet servers are just growing exponentially. They are supposed to be the wave of the future. But the sad thing about satellite radio or Pandora radio is that you have to have a really good Internet company and service. Smartphones now are loading up the system so bad, but now theyre charging you a fortune to charge you for data that are overflowing their systems. I hear its going to be a trend of the future. And I am very involved in that stuff. But when youre in a truck or youre in a car where youre going to visit your family down in Phoenix its a good radio to have. I: So, how would you change BYU Radio if you could? What would you do to improve BYU Radio and give me some specifics on what you would do to improve it? D: I would have broadcast that 91.5 FM out of Rexburg on satellite radio. Theres no reason to complicate things. They got a great format running. The unfortunate thing about the KBYU-I station is that their station only goes out about 25 miles and then it dies. You can only listen to it for about a half hour when youre driving outside of Rexburg. I: So what content do they have, or is it the format, or what do you like mostly about them compared to BYU? D: Their content is that they probably play music for 15 minute block and then they have an inspirational thought or talk where they have a review of whats going on in the church news. Maybe an article or something like that, and then they go from the cycle of instrumental music thats really unobtrusive and then certain times of the day they have more of hip-hop kinds of stuff and I dont

mind that or mind changing things up. Whoever does it does a great job, and I would love it if that were BYUs satellite radio station. I: Well, you might get your wish depending on how effective our campaign could be. D: Even if they feel like theyre competing with those little stations, the benefit of people who live in California, like my daughter who lives in California and she has satellite radio. But, the only time she ever puts it on BYU Radio is when Conference is on. They do travel quite a bit normally on a Conference weekend when they go to visit the relatives. They load up the kids and they take off, and a lot of times they listen to Conference on Saturday and on Sunday when theyre driving back and forth. And a lot of people I talk to who have satellite radio dont even know that BYU Radio exists. I actually talked to the men who are in our high priest group and I think there are four of the men in the high priest that have satellite radio and none of them knew about BYU Radio. I told them about BYU Radio but I told them that its only good for Conference and football games. I: So, where do you live again? I forgot already. D: I live in Rexburg, Idaho and I am a truck driver by profession. So, I have spent a lot of time on the road, and Ive been around all the lower 48. I: So, how old are you, Dennis? D: I am 60 years old. I: You said you are a driver, so you drive the big rigs, or what you drive particularly? D: I drive the big rigs, and I drive potatoes out of Idaho and whatever else we can find back. I: So, these are the demographic questions, of course. So, you can give me a range, if you want, what is an annual income for you? D: 50 to 60,000 dollars a year. I: OK. Well, Dennis, you have given me some great information to take back with me, and were going to type it up and submit with our report. We are going to put it to good use, and I am sure that a lot of people feel the same way that you do. So, were going to make sure that your voice is heard and reward you for it. So, thank you for your time and if we need anything else from you Ill make sure and give you a call.

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Mike Haley

M: Hm, no, not really. I: No? OK. And what other stations do you listen to other than BYU Radio? M: I listen to local radio stations from time to time,as well as a couple classic rock and country music stations. I: Classic rock. country? Cool. And, have you noticed anything they have that BYU Radio doesnt? M: I dont know, you know, I also listen to some news stations once in a while, and I dont notice that you have a lot of news on there, but I may have missed that kind of stuff. I: Yeah, so they dont have a lot of news related things? M: Yeah. I: OK. How do you listen to BYU Radio? Is it through your satellite radio or is it online? M: Both, it will be either in our one vehicle thats got an xm radio in it or it will be online. Sometimes I will listen to it at work online. And thats also through Sirius I believe. We have an online access through Sirius, its not through BYU. And occasionally we will listen to it at home on Roku. I: Roku? M: Yeah I believe you guys are on there as well. I: OK, awesome. If you could, how would you change BYU Radio? Would you have it more focused on one thing or do you like the variety? M: I got really no preference at this point. I dont listen to it quite enough to really have a preference there. I: OK,did you or a family member attend BYU? M: No. I: No? M: Oh, come to think of it I have a nephew that attended one semester or so before his mission. J: OK, and would you associate BYU Radio with the LDS faith? M: With what? J: With the LDS faith? M: Oh, yeah, definitely. Yes. J: Yes. And if you dont mind, would you mind if I asked you some demographic questions? You dont

Jenny: Hi, this is Jenny with BYU Radio how are you doing today? Mike: Im doing good, how are you? I: Im doing good. Are you still able to do the interview now? M: Yeah, lets go ahead and do that. I: All right, thank you so much for being willing to answer these questions. So, my first question for you is, how did you find out about BYU Radio? M: Probably through, it might have been either LDS.org or some other website that we were on, Im not sure, I cant remember. It might have been on BYUtv I dont know. I: Oh, OK. How long have you been listening to BYU Radio? M: Periodically for the last year and a half, two years. I: OK, and how often do you listen to it? M: I would say two to four times a month I: OK. And what kind of attracted you to BYU Radio? M: Sometimes its just the content. A couple of the programs were interesting, so I wanted to, you know, to listen to them that kind of thing. I: OK, so which programs particularly? M: Oh, geez, I dont remember now, honestly, I dont recall. I dont recall any specific program, because there have been a couple that I have listened to. I: Was it more of the talk radio about spiritual things or more sports related? M: More of the talk radio about the spiritual stuff. I: More of the talk radio? M: Yeah. I: Spiritual? M: Right. I: OK. Is there a program that you wish BYU Radio offered?

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have to answer them if you dont want to. M: No, sure, go ahead. J: So, where do you live? M: Las Vegas, I mean Henderson, Nevada. J: Oh, OK, my step family is from that area M: Oh, OK. J: Yeah, and how old are you? M: Between 50 and 60. J: What do you do for your profession? M: Im a state government worker. J: And what is your average annual income? It can just be a range. M: Household, probably 60 to 70,000 dollars J: OK, all right. Well, thank you so much for taking the time to let me interview you. Im a student here at BYU and so we are doing research for BYU Radio.

Appendix B Survey

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1. How often do you listen to BYU Radio? Answer Response % Never 48 Less than Once a Month 27 Once a Month 14 2-3 Times a Month 18 Once a Week 15 2-3 Times a Week 17 Daily 10 Total 149 Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value

32% 18% 9% 12% 10% 11% 7% 100%

4. What time of the day do you listen to BYU Radio? (Check that apply) Answer Response % Mornings between 6 am and 12 pm 40 Afternoons between 12 pm and 6 pm 53 Evenings between 6 pm and 12 am 50 Overnight between 12 am and 6 am 3 Saturdays (please specify time) 19 Sundays (please specify time) 20 Saturdays (please specify time) test football time Sundays test 10:00 AM 5:00 PM

all

41% 55% 52% 3% 20% 21%

1 7 3.11 4.11 2.03 149

2. Why do you listen to BYU Radio? (Check all that apply) Answer Response % BYU sporting event coverage 36 Live BYU Football 43 Live BYU Basketball 29 LDS General Conference 40 Talk Shows 31 Music 53 Devotionals/Inspirational Messages 49 News 16 Education/Information 27 Other 2 Other test links others send me Statistic Min Value Max Value Total Responses Value

37% 44% 30% 41% 32% 54% 50% 16% 28% 2%

1 10 98

6:00 PM 6:00 PM afternoons for conference for conference Game times Game times gametime 9 am and 10 pm 9 am and 10 pm Game Days AM or PM or Both AM or PM or Both Afternoon All day between 12pm and 8pm Football/Basketball games 12-8pm Variable bet 2 & 8pm EST, sometimes later bet 2 & 8 pm EST during a game Football games. After 2 While I'm driving. Usually in the morning/afternoon. 9:00 AM to 12:30, 4:30 PM to 8:00 2-Oct 8am to 12pm 12pm - 6pm 3:00 - 6:00 8-10, 1-8 12 pm - 8 pm a.m., unless I have church then Statistic Min Value Max Value Total Responses Value

3. When you listen, how many hours a day do you spend listening to BYU Radio? Answer Response % Less than an hour 25 1-2 hours 43 3-4 hours 26 5-6 hours 4 More than 6 hours 0 Total 98 Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value

26% 44% 27% 4% 0% 100%

1 6 97

1 4 2.09 0.68 0.83 98

5. How do you listen to BYU Radio? (Check all that apply) Answer Response % Sirius XM Satellite Radio 26 Mobile Phone App 26 Podcast 9 On-line Streaming 62 Satellite/Cable Provider 10 Other 4 Other test

27% 27% 9% 65% 11% 4%

80

81

Radio on the radio radio in the car or house Statistic Min Value Max Value Total Responses Value

1 6 95

Others homes while watching games When I can get WIFI alome BYU Broadcasting from DirectTV Computer Shop Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Car School Work Other (please specify) 1 4 1.18 0.35 0.59 93

6. BYU Radio recently launched a new mobile phone app. How interested would you be in downloading this app? Answer Response % Very Uninterested 11 16% Uninterested 14 20% Nuetral 17 24% Interested 15 21% Very Interested 13 19% Total 70 100% Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value

1 5 2.2 2.03 1.43 94

1 5 1.43 0.94 0.97 94

1 5 1.89 1.84 1.36 94

1 5 3.07 1.81 1.34 70

7. Who do you listen to BYU Radio with? (Check all that apply) Answer Response % Alone 72 76% Friends 12 13% Family 42 44% Co-workers 3 3% Other (please specify) 2 2% Other (please specify) truck driver Family, if conference Statistic Min Value Max Value Total Responses Value

9. How often do you listen to Radio programming aside from BYU Radio? Answer Response % Every day 51 54% 2 - 3 times a week 13 14% A few times week 13 14% Once a week 6 6% 2-3 times a month 2 2% Once a month 3 3% Every other month 1 1% 2 - 3 times a year 2 2% Never 2 2% Other 1 1% Total 94 100% Other Sometimes Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value

1 10 2.33 4.33 2.08 94

1 5 95

8. Where do you listen to BYU Radio? Question Rarely Car Home School Work Other (please specify) Other (please specify) Working out Computer Shop No No No

8 12 5 8 2

Sometimes

19 22 5 9 6

Often

9 26 7 10 1

All of the Time Mean 10 94 2.2 27 94 3.57 1 94 1.43 7 94 1.89 0 93 1.18

10. In general, what type of radio or Internet streaming do you listen to? (Check all that apply) Answer Response % Podcasts 29 31% Internet streaming 56 60% Smart phone apps 24 26% FM radio 71 76% AM radio 24 26% HD radio 4 4% SiriusXM radio 22 24% None 1 1% Other (please specify) 2 2% Other (please specify) TuneIn Radio app for IOS Pandora Statistic Value

82

83

Min Value Max Value Total Responses

1 9 93

11. Rate your satisfaction of the following BYU Radio genres. Neither Satisfied or Very Dissatisfied Dissatisfied Satisfied Satisfied No Opinion 5 8 27 28 23 92 1 9 17 46 16 92 3 19 15 27 24 92 8 11 20 35 14 92 4 7 22 36 19 92 1 21 13 20 31 91 BYU sporting Talk Shows Music DevotionaNews 1 1 1 1 1 6 6 6 6 6 4.58 4.41 4.26 4.51 4.48 1.39 1.92 1.8 1.62 2.14 1.18 1.38 1.34 1.27 1.46 92 92 92 92 91

Question BYU sporting events coverage General Conference Talk Shows Music Devotionals/Inspirational Messages News Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

12. Please provide details on why you are dissatisfied with these BYU Radio themes: Text Response Just not enough relevant mix of music. Uh ? Radio shows are MUCH better live. Pre-recorded or audio feed from another source tend to be dry and boring Not sure NO Not sure You took Sounds of Sunday off the air. Seem very bland and not very current The sports casters are very opinionated and don't give great commentary about sports. I used to LOVE BYU radio, but all the talk shows are boring & uninspirational. News; how about real news, not recaps from other news sources. Breaks up too often I can't stand listening to anything to do with conference or "faith promoting" crap. If you are going to delve into real issues, than get real. The music is lame and the devotionals are too frequent. Music doesn't fit in with the other programming, and it's often cheesy. Statistic Total Responses Value

Eyres on the Road with Richard & Linda Ey Faith in Action Food Nanny Fresh Take General Conference Generations Project Highway 89 History of Hymns History of the Saints Insights Inspiring Lives Legacy Living Essentials Making Your Own Road Marcus Smith Morning Show Matt Townsend Afternoon Show Mormon Identities Music & the Spoken Word Notes From The Kennedy Center Real Families Real Answers Road to Zion Scripture Roundtables Sperry Symposium Sunday School Scriptures Talk Worthy with Kim Stilson The Julie Hanks Show The Tantara Hour Thinking Aloud Thisll Take A While Through the Garage Door Traveling With Eric Dowdle True Blue Turning Point Wheatley Forum Why I believe Other (please specify) Other (please specify) Sounds of Sunday Instrumental Music Devotionals Only live BYU sports Classical 89 Football games Statistic Min Value Max Value Total Responses Value

11 9 11 4 59 10 16 17 18 7 12 15 11 4 11 17 9 53 7 13 8 18 11 13 4 5 16 20 8 3 12 22 10 6 12 7

12% 10% 12% 4% 66% 11% 18% 19% 20% 8% 13% 17% 12% 4% 12% 19% 10% 60% 8% 15% 9% 20% 12% 15% 4% 6% 18% 22% 9% 3% 13% 25% 11% 7% 13% 8%

15 to?

13. Which of these BYU Radio programs have you listened (Check all that apply) Answer Response % Ancestors 18 Bronco Mendenhalls Coachs Show 24 BYU Forums 26 BYU Weekly 17 CES Firesides 34 Conversations 21 Education Week 19 Enduring it Well 7 Everything Creative 10

20% 27% 29% 19% 38% 24% 21% 8% 11%

1 45 89

14. How satisfied are you with the following aspects of BYU Radio? Question Dissatisfied Neutral Satisfied Very SatisNo Opinion Programming 2 20 32 19 9 88 Convenience 4 15 30 30 7 88 Accessibility 6 16 26 30 7 88 Customer Service 1 16 17 19 32 88 Promotions 1 20 18 13 33 88

84

85

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Programmin Accessibility Custome Promotions 1 1 1 1 6 6 6 6 3.94 4.08 4.64 4.55 1.57 1.43 1.82 1.95 1.25 1.2 1.35 1.4 88 88 88 88

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value

1 5 3.06 0.94 0.97 85

15. On a scale from 1-10, with 1 being very unlikely and 10 being very likely, how likely would you be to recommend BYU Radio to a friend or colleague? Answer Max Value Average Value StandardResponses Scale of 1 to 10 10 7.65 2.42 86 16. In what ways are you affiliated with BYU? (Check all that apply) Answer Response % Current BYU Student 15 17% Alumni/Alumna 39 45% Have family who attends/attended 42 49% LDS Church member 76 88% I live in a BYU community 15 17% I am in no way affiliated with BYU 4 5% I have a friend who attends/attended 34 40% Statistic Min Value Max Value Total Responses Value

19. To what extent do you agree with the following statement: I like that BYU Radio offers a variety of programming options on one channel. Answer Response % Strongly disagree 0 0% Disagree 5 6% Neither Agree nor Disagree 23 28% Agree 39 47% Strongly Agree 16 19% Total 83 100% Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value

1 7 86

2 5 3.8 0.68 0.82 83

17. Do you feel that BYU Radio is utilized as an effective missionary tool for the LDS church? Answer Response % Strongly Disagree 3 Disagree 2 Neither Agree nor Disagree 34 Agree 26 Strongly Agree 10 Total 75 Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value

4% 3% 45% 35% 13% 100%

20. Do you follow BYU Radio on any of the following? (Check all that apply) Answer Response % Twitter (@byuradio) 18 22% Facebook (facebook.com/byuradio) 28 34% No 45 54% Statistic Min Value Max Value Total Responses Value

1 3 83

1 5 3.51 0.82 0.91 75

18. To what extent do you agree with the following statement: BYU Radios current programming is likely to attract non-LDS listeners. Answer Response % Strongly disagree 3 4% Disagree 22 26% Neither Agree nor Disagree 33 39% Agree 21 25% Strongly Agree 6 7% Total 85 100%

21. What would you like to see more of on BYU Radios social media sites? (Check all that apply) Answer Response % Promotions 5 71% Transcripts 2 29% BYU Radio Schedule 4 57% Pictures/Videos 6 86% BYU Events 4 57% Interactions with BYU Radio personalities 2 29% Ability to request songs/programs 5 71% Information on guests and interviews 4 57% Other 1 14% Other test Statistic Min Value Value

86

87

Max Value Total Responses

9 7

Total Responses

83

22. On a scale of 1 10, with 10 being current and 1 being behind the times, where would you rate the content of BYU Radio? Answer Max Value Average Value StandardResponses Scale of 1 to 10 10 7.19 2.18 84 23. What is your gender? Answer Male Female Total Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses 24. What age group are you in? Answer Under 20 20-29 30-39 40-49 50-59 60-69 70-79 80+ Total Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses 25. What is your annual income? Answer Under $50,000 $50,000 - $99,999 $100,000-$149,999 $150,000 - $199,999 Over $200,000 I decline to answer Total Statistic Min Value Max Value Mean Variance Standard Deviation

Response % 47 36 83 Value

57% 43% 100%

26. What is the highest level of education you have completed? Answer Response % Less than high school diploma 0 0% High School diploma/ GED equivalent 3 4% Some college 20 24% Associates Degree 10 12% Bachelors Degree 31 37% Masters Degree 15 18% Doctoral Degree 0 0% Professional Degree (MD, JD) 4 5% Total 83 100% Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses 27. Where do you live? Answer Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware District of Columbia Florida Georgia Hawaii Idaho Illinois Indiana Iowa Kansas Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada New Hampshire New Jersey New Mexico New York North Carolina Value

1 2 1.43 0.25 0.5 83

2 8 4.61 1.9 1.38 83

Response

3 23 17 12 21 5 2 0 83

Response

4% 28% 20% 14% 25% 6% 2% 0% 100%

Value

1 7 3.58 2.2 1.48 83

Response % 36 25 10 6 0 6 83 Value

43% 30% 12% 7% 0% 7% 100%

1 6 2.12 2.01 1.42

0 0 3 0 8 1 0 0 0 2 0 1 5 0 1 0 0 0 0 0 3 0 0 1 0 2 0 0 1 0 0 0 3 2

0% 0% 4% 0% 10% 1% 0% 0% 0% 2% 0% 1% 6% 0% 1% 0% 0% 0% 0% 0% 4% 0% 0% 1% 0% 2% 0% 0% 1% 0% 0% 0% 4% 2%

88

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29. What suggestions do you have for BYU Radio?

North Dakota Ohio Oklahoma Oregon Pennsylvania Rhode Island South Carolina South Dakota Tennessee Texas Utah Vermont Virginia Washington West Virginia Wisconsin Wyoming Canada Other Total Other Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses 28. What is your ethnicity? Answer Caucasian African-American Asian Hispanic Native American Other Total Value

0 0 1 3 1 0 1 0 0 1 34 0 2 3 0 0 0 0 4 83

0% 0% 1% 4% 1% 0% 1% 0% 0% 1% 41% 0% 2% 4% 0% 0% 0% 0% 5% 100%

in the past i have had some difficulty getting into the programing i wanted if it was something that had been broadcast earlier that day or week. Maybe i just assumed i could. i havent been on in awhile so i am not sure it the menus are anu different now Many times I get snippets of talks and am unable to listen to an entire program. It has been frustrating for me to try to find out who the guests were on shows. It would be great if you could have a weekly guide that showed who lecturers are, guests on talk shows and the subject matter so I have a point of reference to look into the subject further. I LOVE!!!! your station, it's a blessing for me to be able to participate mentally and expand my universe daily. I finally got my husband to start listening on days other than Sunday and he now loves it too! I want to learn on new technology that we have today. No not at this time More tabernacle Choir and other arrangements on church music BYU should have current events or news talk program and/ or an entertaining talk show from the LDS perspective. I'm sure you have this but maybe you could address nation wide or global news...I feel that might make us look more current and aware of what's happening around us as opposed to just what's happening on campus! I hope this makes sense. Keep it up! More live shows. Bring in Bruce Seely and Mark Wait. Mas programacin que incluya espaol. No Only recently have I been listening to BYU Radio, and I have liked what has been broadcast. more info on programs More music, less talk No. More music, less talk shows Replace Matt Townsend hour with current national and world events, get rid of Spoken word- you can get enough inspirational content on lds.org, have a more regularly scheduled family history hour, print a nice cardstock programming guide to mail to listeners to check daily schedules, offer multiple streams Play LDS music on Sunday Mornings. Sounds of Sunday none I don't listen to much of the live programing on BYU radio but find many good things at byub.org and enjoy BYU tv and the programs immensely. Thank you for all aspects of what you do. Get on Sirius a la carte programming no real suggestions / i love the way you do sports games Maybe have a program more directly related to campus life or introducing listeneers to accomplishments of current students in different majors? What are research projects of the day? What are some interesting results of that research? Why would I want to study certtain subjects--and do it at BYU? What is distinctive about Mormons? What myths about mormons can you (gently) dispel about Mormons for me? Could I submit questions and maybe be directly involved in their answers? I would like to hear more general authorities talks, and less repetition in programming none What's happened to the Generations Project? (used to be on 6 am EST) I'd like to hear more lectures on current events and would like to hear more church lectures and firesides. I also liked the Mike Townsend show in the morning. none Another non-coach sports related show (recruting, interviews, etc.) Anything you can do to promote "This'll Take a While" is going to be good. That show deserves a much bigger audience than it probably has. Get the "word out" better about what content BYU Radio has. None

3 53 33.22 268.59 16.39 83

Response % 70 1 5 3 1 3 83

84% 1% 6% 4% 1% 4% 100%

Other Europe mix of different ones native american and caucasiuon Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value

1 6 1.47 1.47 1.21 83

29. What suggestions do you have for BYU Radio? in the past i have had some difficulty getting into the programing i wanted if it was something that had been broadcast earlier that day or week. Maybe i just assumed i could. i havent been on in awhile so i am not sure it the menus are anu different now

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Overall, I enjoy cultural exchanges between the radio personnel and the guests. The sports programming could use lots of improvements, but overall I enjoy listening. Contine on these manner to speaking about Good to all of the World I used to LOVE the old format, especially the music; return it to the previous way. These talk shows are horrible! Thanks for offering it; I especially like listening to instrumental music online, including sacred music pieces (background music at home). I now also use Pandora for this. None yet--Just started listening Good work so far, just keep improving. Hey, i realized after I started this survey that it is not for Classical 89. I am on there a whole lot more and I follow twitter links for anything catching my attention on twitter. Church news at the top of the hour would be nice to hear. keep it up sometimes the challel is a bit fuzzy and hard to hear. Love you guys! n/a Try mormonthink.com for dealing with real issues facing the LDS Church. Statistic Total Responses Value

50

Appendix C Bibliography

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Bibliography
Arbitron. Radios Audience Continues to Grow. PRNewswire. 5 Dec. 2011. Web. 6 Nov. 2012. Audience Research Anaylsis. Audience 98. Audience Research Analysis. 1 Sep. 2000. Web. 11 Sep. 2012. BYU Broadcasting. About BYU Broadcasting. BYU Broadcasting. Brigham Young University. 2012. Web. 11 Sep. 2012. BYU Radio. SiriusXM Limited Time Offer. BYU Broadcasting. 2012. Web. 11 Sep. 2012. BYU Radio. Wikipedia. Wikipedia. 9 Feb. 2012. Web. 11 Sep. 2012. Ephron, Erwin. Reach Trumps Frequency. The Ephron Letter. June 2005. Web. 10 Sep. 2012. Facebook-BYU Radio. Israelsen-Hartley, Sara. BYU Radio now on Sirius XM Satellite Radio. Deseret News. 20 April 2011. Web. 11 Sep. 2012. Kawamoto, Dawn Sirius And XM close merger. CNet.com. 29 July 2008. Web. 11 Sep. 2012. LDS Resources. BYU Radio. LDS Resources. 2 July 2010. Web. 11 Sep. 2012. Lee, Hwa. BYU Radio reaches many by sharing uplifting messages. The Universe. 31 Jan. 2012. Web. 11 Sep. 2012. Portable People Meter. Wikipedia. 3 Sep. 2012. Web. 11 Sep. 2012. Radio Research Consortium. Audience 2010. Radio Research Analysis. 2010. Web. 11 Sep. 2012.

Sirius Buzz. Digging Deeper into Sirius XMs Subscriber Number. Sirius XM Satellite Radio News. 10 Feb. 2012. Web. 6 Nov. 2012. The Nielsen Company. % of Minutes for Audio Sources by Location. Orbitcast. 1 Dec. 2009. Web. 11 Sep. 2012. Twitter-@byuradio. YouTube-BYU Radio.

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