Mark Kassof & Co. continue to release data from their latest Listener Think P1 study, with today's release focusing on News/Talk listeners. Kassof describes News/Talk P1s as "a different breed...far less motivated by emotional and mood factors than most listeners."
When listeners were asked to grade different reasons for listening to radio, News/Talk P1's scored "better mood," "relax," "take your mind off problem," "energy boost," "fun with others" and "memories" lowest of any format's P1s. "To hear things that get you in a better mood" was the #1 motivation for listeners as a whole, but not News/Talk P1's, as 40 percent of them ranked this reason as "somewhat important."
However, Kassof notes that "News/Talk P1s do have strong motivations for listening to radio...reasons that are more intellectual than emotional. More than any other group, they listen "to hear things that get you thinking." News/Talk P1s are also #1 for listening "to hear what others are talking or thinking about" and "to learn things that make you more informed than other people."
Kassof concludes that "News/Talk is the format for listeners that THINK (or, at least think they think). News/Talk stations would do well to position themselves based on this motivation and psychology...for example, 'The Station for People Who Think' or 'The Station for People Who Know More.'"