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Research: Mapping Public Radio’s Independent Landscape – Research Partners

Excerpt from application to CPB: September 9, 2002
Written by Sue Schardt, SchardtMEDIA

George Bailey/Walrus Research designs, conducts and interprets market research for public radio and other electronic media. Recent national projects include the Public Radio Tracking Study and the Public Radio Internet Study. Walrus Research has completed over 300 focus groups with public radio listeners, including the Core Values project for PRPD.

George Bailey, PhD, is president of Walrus Research. He presented the first public radio audience research workshop for CPB with Tom Church in 1978.Craig Oliver is an independent audience research and programming consultant to Public Radio International and public radio stations. With 30 years public radio experience, Craig’s work includes news and programming management, editorial, and audience research for stations and national organizations.

Craig was a reporter and news director for WAMU, a newscaster for NPR, WAMU’s program director, the founding president of PRPD, director of network operations for PRI, and president of Radio Research Consortium before starting his consulting practice.

While with RRC, Craig created Arbitron University, forming a workshop partnership with DEI and PRPD. With colleagues Gordon Bayliss and Scott Williams, Craig has helped more than 500 public radio station programming and underwriting professionals develop their research skills.

Most of Craig’s time is spent providing audience analysis to the program marketing, station relations and development staffs at PRI. He has a second career as a veterinary technician, working part-time at a dog and cat clinic. His goal is state certification.

Craig holds a B.A. degree from American University in Washington, DC.

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