Qualitative Research Study for Tobin Communications, Inc.

• CNN Radio, a national network with more than 2,000 affiliates;
• KAJX-FM, Aspen, Colo.;
• KDKD-AM/FM, Clinton, Mo.;
• KFBK-AM, KGBY-FM, KHYL-FM, KSTE-AM, Sacramento;
• KFWB-AM, Los Angeles;
• KJFF-AM, KREI-AM, KTJJ-FM, St. Louis;
• KKHG-FM, KSQB-AM/FM, Sioux Falls, S.D.;
• KMTS-FM, KGLN-AM, Glenwood Springs, Colo.;
• KNUS-AM, KBJD-AM, KRKS-AM/FM, Denver;
• KXAZ-FM, KPGE-AM, Flagstaff, Ariz.;
• Metro Radio Networks, a national network with almost 2,000 affiliates in roughly 95 markets nationwide;
• WBGZ-AM, St. Louis;
• WBUT-AM, WISR-AM, WLER-FM, Pittsburgh;
• WCCI-FM, Savanna, Ill.;
• WICO-AM/FM, WQJZ-FM, WXMD-FM, WXJN-FM, Delmarva Peninsula (Delaware-Maryland-Virginia);
• WHIO-AM, WDPT-FM, WHKO-FM, WZLR-FM, Dayton, Ohio;
• WFLA-AM, WDAE-AM, WFLZ-FM, WHNZ-AM, WMTX-FM, WSSR-FM, WTBT-FM, WXTB-FM, Tampa Bay, Fla.;
• WLS-AM, WMVP-AM, WZZN-FM, WRDZ-AM, Chicago;
• WSPD-AM, WCWA-AM, WIOT-FM, WRVF-FM, WVKS-FM, Toledo, Ohio;
• WTOP-AM/FM, WGMS-FM, WWZZ-FM, WXTR-AM, Washington, D.C.

1.	When it comes to sources for possible stories, does your radio station receive the following?
	A.	Audio news releases or actualities
			Never	0 respondents - 0%
			Rarely	6 respondents - 30%
			Sometimes	6 respondents - 30%
			Often	8 respondents - 40%
	B.	Pitch for a telephone interview with a spokesperson from an organization or corporation
			Never	0 respondents - 0%
			Rarely	0 respondents - 0%
			Sometimes	3 respondents - 15%
			Often	17 respondents - 85%
	C.	Press releases from PR firms or agents
			Never	0 respondents - 0%
			Rarely	3 respondents - 15%
			Sometimes	1 respondents - 5%
			Often	16 respondents - 80%
	D.	Information from other radio sources (i.e., hearing a story on another station, getting news from a network/affiliate etc.)
			Never	0 respondents - 0%
			Rarely	4 respondents - 20%
			Sometimes	8 respondents - 40%
			Often	8 respondents - 40%
	E.	Information from other news sources (wire services, print publications, the Web, TV)
			Never	0 respondents - 0%
			Rarely	1 respondents - 5%
			Sometimes	3 respondents - 15%
			Often	16 respondents - 80%
2.	Now, consider which of these tools, methods or sources you use when developing stories that make it on-air. Explain why if you'd like:
	A.	Audio news releases or actualities
			Never	11 respondents - 55%
			Rarely	5 respondents - 25%
			Sometimes	3 respondents - 15%
			Often	1 respondents - 5%
	B.	B. Telephone interviews with spokespeople from organizations or corporations
			Never	0 respondents - 0%
			Rarely	4 respondents - 20%
			Sometimes	5 respondents - 25%
			Often	11 respondents - 55%
	C.	Press releases from PR firms or agents
			Never	1 respondents - 5%
			Rarely	6 respondents - 30%
			Sometimes	10 respondents - 50%
			Often	3 respondents - 15%
	D.	Information from other radio sources (i.e., hearing a story on another station, getting news from a network/affiliate etc.)
			Never	0 respondents - 0%
			Rarely	7 respondents - 35%
			Sometimes	7 respondents - 35%
			Often	6 respondents - 30%
	E.	Information from other news sources (wire services, print publications, the Web, TV)
			Never	0 respondents - 0%
			Rarely	0 respondents - 0%
			Sometimes	4 respondents - 20%
			Often	16 respondents - 80%

3.	On a scale from 1 to 5, with five being always helpful and one being not at all helpful (two is rarely helpful, three is somewhat helpful and four is helpful), rank the following categories in terms of their usefulness when it comes to generating stories that make it on air at your station. Explain why if you'd like:
	A.	Audio news releases or actualities delivered to you over the telephone by PR firms or agents
			Not at all helpful	11 respondents - 55%
			Rarely helpful	3 respondents - 15%
			Somewhat helpful	3 respondents - 15%
			Helpful	3 respondents - 15%
			Always helpful	0 respondents - 0%
	B.	Telephone interviews with spokespeople from organizations or corporations
			Not at all helpful	1 respondents - 5%
			Rarely helpful	1 respondents - 5%
			Somewhat helpful	9 respondents - 45%
			Helpful	6 respondents - 30%
			Always helpful	3 respondents - 15%
	C.	Press releases from PR firms or agents
			Not at all helpful	3 respondents - 15%
			Rarely helpful	2 respondents - 10%
			Somewhat helpful	11 respondents - 55%
			Helpful	2 respondents - 10%
			Always helpful	2 respondents - 10%
	D.	Information from other radio sources (i.e., hearing a story on another station, getting news from a network/affiliate etc.)
			Not at all helpful	3 respondents - 15%
			Rarely helpful	4 respondents - 20%
			Somewhat helpful	2 respondents - 10%
			Helpful	7 respondents - 35%
			Always helpful	4 respondents - 20%
	E.	Information from other news sources (wire services, print publications, the Web, TV)
			Not at all helpful	0 respondents - 0%
			Rarely helpful	0 respondents - 0%
			Somewhat helpful	4 respondents - 20%
			Helpful	8 respondents - 40%
			Always helpful	8 respondents - 40%

4.	How often does your station run live or taped telephone interviews?
		Once a week	1 respondents - 5%
		Two to five times a week	1 respondents - 5%
		Six to 10 times a week	2 respondents - 10%
		More than 10 times a week	16 respondents - 80%
5.	Would your station generally prefer access to a spokesperson for a live or taped interview or an audio news release? Please indicate one:
		Access to a spokesperson	20 respondents - 100%
		ANR	0 respondents - 0%