Welcome to the website for John Sutton & Associates.
We provide research and consulting services to radio stations and organizations. We serve public and commercial radio clients. Our services include strategic planning, programming consulting, audience research, Arbitron analysis, and fundraising support.
Listener Focused Fundraising Report: The 2000 Listener Focused Fundraising (LFF) project was one of the most extensive fundraising message tests in public radio. The project used multiple research techniques to uncover and verify listener attitudes towards pledge drives, direct mail, and telemarketing.
One of the most important project outcomes was identifying 6 basic on-air fundraising message "modes." These modes emerged based on listener response. They represent how listeners hear and process on-air fundraising. Some messages and sounds are more positive than others. The ideal on-air drive would eliminate all negative message modes. The LFF summary report is here. The LFF focus group report by Walrus Research is here.
JSA Joins the Paragon Consulting Network: We're pleased to announce that JSA is part of the Paragon Consulting Network, a co-venture of 13 industry experts from various media specialties.
Need help with focus groups, perceptual studies, relationship marketing, interactive media, or integrating multi-platform strategies? There's expertise available in the Paragon Consulting Network. www.paragonconsultingnetwork.com
PPM and Public Radio Report On-Line: John Sutton and Paragon Media Strategies? Mike Henry presented the first look at public radio audiences in the PPM measurement system at Arbitron?s consultant fly-in on December 13th. Among the insights gained from the study:
1. Public radio and commercial radio news stations don?t compete as much as one might think.
2. PPM shows that audience flow for public radio isn't very different from the results reported in the diaries. Even though the Cume, TSL, and AQHs are different, listener behavior is very similar.
PPM is beginning to show how public radio stations can better understand audience response to pledge drives from disruption to recovery time. More PPM insights about pledge drives will be reported in January.
We will provide addition thoughts and insights about the study over the next week on the radiosutton blog. Our thanks to Paragon Media Strategies for partnering with JSA on this project and to Arbitron for the opportunity to work on this study. Free 1-Day Drive Kit: 1-Day Drives are a fundraising approach for stations wishing to meet their financial goals with less on-air fundraising. More details are here.
We're pleased to report that Northwest Public Radio in Pullman, Washington recently raised more than $260,000 in pledges with just one day of on-air fundraising. It was a record-setting drive for money pledged and new members acquired.
Sonja Lee: Sonja comes to JSA from KBBI in Homer, Alaska where she was Program Director and highly involved in producing successful 1-Day fund drives.
Sonja is available to help stations of all sizes with on-air fundraising training, producing, and pitching. She is also available to help medium and small market stations with a range of programming, operations, and on-air promotion services. Contact her at sonjalee@radiosutton.com.
Please come back often. There will be lots of useful information and free downloads. Thanks for stopping by.