Below are the results from our Spring 2007, Fall 2006, Spring 2006, Fall 2005, Spring 2005, Fall 2004, Spring 2004, Fall 2003, Spring 2003, Fall 2002, Spring 2002 and Fall 2001 member surveys. Very little change is seen from survey to survey. Most were from cards filled out by our members who received them in membership drives. Others came from our on-line listener survey. The great majority of cards appear to be from members. Voters ranked formats from 1 (lowest value) to 5 (highest value), and ranked individual program as either a "favorite" or not.

There are some cautions to keep in mind when dealing with surveys such as these:

• Such surveys are self-selecting. In other words, it is not a random sampling of general listener attitudes. Only those people highly motivated -- whether positively or negatively -- take the time to fill it out. So it may reflect views of one extreme or the other rather than a broad consensus.

• Sample size may be a factor. While the average response is very good, and a significant portion of our members, it is only a small portion of our overall audience of approximately 50,000 people. And because it is mostly filled out by members, it represents the views of those who listen the most to WMUB.

• Surveys are by their nature self-reflecting. Imagine that a radio station that plays only Estonian polka music. Any survey of its listeners would find that the great majority of them like Estonian polka music (otherwise, why would they listen to it?). So surveys may simply reflect satisfaction with the existing schedule no matter what the schedule is, and does not tell you if that is the best schedule.

• Surveys are by their nature backward-looking. They reflect the audience that has been listening, and the schedule as it has been, in the recent past. They do not suggest what services may be even more useful to, or appreciated by, future audiences.

Nevertheless, surveys are a very useful aid to help us determine member preferences. Trends can often reveal when a program is gaining popularity or when it is declining. They can be helpful in determining the best placement for a syndicated program that is successful on other stations but perhaps is in the wrong place on our schedule. And they are a very tangible connection with listeners whom we otherwise might not meet in person. When used with Arbitron audience samples, fundraising data and other forms of listener feedback, surveys can indeed be very helpful.

Below are 3 charts each for

Spring 2007: Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Fall 2006: Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Spring 2006: Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Fall 2005 : Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Spring 2005 : Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Fall 2004: Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Spring 2004: Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Fall 2003 : Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Spring 2003 : Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Fall 2002 : Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Spring 2002 : Overall listener preference by format; changes in format ratings since 1997; and favorite programs

Fall 2001: Overall listener preference by format; changes in format ratings since 1997; and favorite programs.

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