Rebranding KQED to Boost Listenership
KQED, a public radio outlet, experienced a significant audience drop in 2023, prompting a re-evaluation of its platform and programming.
"When radio leaders refresh how we describe our service to communities, we remind audiences why radio exists."
In response, KQED formed a multi-department working group to study the issue and provide recommendations to executive leadership.
- The process focused on redefining how KQED presents itself to listeners, rather than solely chasing ratings.
- A key aspect of this rebranding effort was re-examining what radio calls itself, a fundamental aspect often taken for granted by broadcasters.
Following this rebranding effort, KQED became the nation's number-one news/talk station, as reported by Inside Radio.
Author's summary: KQED's rebranding boosted listenership.