NuVoodoo Focus Group Shows Talk Has Dedicated Following

Media research and marketing company NuVoodoo Media Services has released the findings of a live focus group of talk radio listeners conducted February 7 in Atlanta.
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ATLANTA�Media research and marketing company NuVoodoo Media Services has released the findings of a live focus group of talk radio listeners conducted February 7 in Atlanta.

The on-stage focus group was moderated by NuVoodoo President Carolyn Gilbert and Research Analysis Executive Vice President Leigh Jacobs. Panelists were men and women, aged 40-54, who were active talk radio listeners from Atlanta who were comfortable speaking in front of a room full of people. The panel also featured a balance of self-identified �conservatives� and �liberals.�

The panelists listened to a mix of local stations, not entirely delineated by political leanings: WSB(AM), WGST(AM/FM) and WABE(FM), and some sports radio fans were also represented.

Several themes emerged from the panel discussion.

There is dissatisfaction with the existing state of conservative-oriented talk and the feeling (especially regarding the nationally-syndicated hosts) that if you hear any of the shows on a particular day, you have heard them all � too many �angry white guys.�

Many complained about too much talk radio being politically focused but praised hosts who feature topics and information they found interesting and useful, although several commented that some topics are beneath them as listeners (i.e. �the best flavor of soda�).

There was a unanimous feeling that callers added to the entertainment value of the shows when the host and the caller differed in opinion. Several mentioned the boredom of a string of callers who do nothing more than agree with the host, reinforcing that call-screeners are an important talent investment.

Most panelists responded positively when asked about staying in a car to listen to the radio after they had arrived at their destination, waiting to hear the completion of a host�s story or the remaining exposition of a topic. �This American Life� was the specific show noted by more than one as meriting this choice.

Ultimately, the participants espoused a love of the product and a passion for myriad variations of the talk format.

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