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Pacifica Radio Announces Strong Audience
Growth, Diverse Listener Base
BERKELEY (June 23) - The audience of the five-station Pacifica
Radio network grew twenty percent over the last three years,
according to Arbitron estimates released by Pacifica today.
Arbitron estimates also show that some 40 percent of the
network's audience is Black and Latino, which makes Pacifica
the public broadcaster with the most diverse audience in the
country, said network Executive Director Dan Coughlin.
"Pacifica's diversity and community-base makes it a
leader in public broadcasting and the U.S. media as a whole,"
said Coughlin. "While the increased concentration of
ownership in the mass media is leading to less diversity,
Pacifica's commitment to free speech and serving local communities
is helping to create the country's most diverse media outlet."
Founded in 1949, Pacifica Radio operates non-commercial radio
stations in Houston, Los Angeles, New York, the San Francisco
Bay Area, and Washington, DC. Pacifica's mission is to engage
in any activity that shall contribute to a lasting understanding
between nations and between the individuals of all nations,
races, creeds and colors.
In the three-year period between fall 2000 to fall 2003,
Pacifica's audience increased from 860,000 a week to 1.03
million per week, a jump of 20 percent, according to Arbitron
estimates of the network's total market listeners in its five
signal areas.
While Pacifica's Arbitron audience estimates can fluctuate
significantly given the relatively small sample size, the
overall trend for the network remains positive. From the period
fall 1998 to fall 2003, the network's total audience grew
34 percent.
KPFK 90.7FM in Los Angeles
led Pacifica's audience growth in recent years. The station's
audience jumped by a third from 179,000 in fall 2000 to 236,000
in fall 2003, according to Arbitron estimates of total market
listeners.
The growth in audience is also matched by a sharp rise in
Pacifica's overall revenues. Between 2001 and 2003, the network's
revenues soared 40 percent.
Pacifica continues to be a leader in serving diverse communities
nationwide. Winter 04 Arbitron estimates that 16 percent of
the audience at WBAI 99.5FM
is Hispanic and 33 percent is Black. KPFK 90.1FM in Los Angeles
posts an estimated Black audience of 17 percent and an estimated
Hispanic audience of 17 percent.
At WPFW 89.3FM in Washington,
DC, the Black audience is estimated to account for 47 percent
of the station's listeners. Winter 04 Arbitron estimates that
11 percent of the audience at KPFA
94.1 FM is Hispanic and eight percent is Black. At KPFT
90.1FM in Houston, 18 percent of the weekly audience is
Hispanic and six percent is Black, according to Arbitron estimates.
Overall, Pacifica's estimated audience is 13 percent Hispanic
and 25 percent Black. Arbitron does not provide Pacifica audience
estimates for other ethnic or racial groups.
While applauding the network's diversity, Pacifica Executive
Director Dan Coughlin cautioned that the network had a long
way to go to ensure representation from underserved communities
in all aspects of its operations.
The network is home to the daily one-hour morning news show
"Democracy Now!",
hosted by Amy Goodman and Juan Gonzalez, which airs on more
than 200 community radio and television stations nationwide.
The fall 2003 Arbitron estimates are the first the network
has received since spring 2001. The gap in reporting was due
to financial constraints of the network.
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