Public Radio's Home for AudiGraphics

ARA Founder and Past President David Giovannoni

During a career spanning from 1972 to 2006, David Giovannoni was widely recog­nized as a prolific researcher, innovative theorist, and catalyst for change in public broadcasting.

A profile in The New York Times identified him as “A brilliant analyst of public radio’s audience...quite possibly the most influential figure in shaping the sound of National Public Radio today”. The Weekly Standard characterized him as “a large figure in the history of public radio....” And the Carnegie Reporter cited his research as “the gold standard of public radio.”

His work has long influenced programming, management, and policy decisions at NPR, CPB, and noncommercial stations. In over 200 publications and count­less proprietary reports, he and his colleagues helped public broadcasters serve their audiences responsibly and sustain their enterprises financially by strengthen­ing public radio’s core noncommercial values.

Giovannoni got into radio at college station KUOP in Stockton, California. He formed Audience Research Analysis in 1977 while a graduate student at the University of Wisconsin. From 1979 to 1986 he served as NPR’s director of audience research and program evaluation. In 1989 he created AudiGraphics, an analytical software system that extracts public service metrics from commercial ratings data. In explaining AudiGraphics he wrote:

"We must choose our metrics carefully because measurement has conse­quences. Ultimately, we become what we measure. Public broadcasters intuited this when commercial ratings were introduced to its decision-makers in the 1970s. At that time there was a real, powerful, and rational fear that ratings would cause us to compromise our values, spur us to program for the largest audience at any cost, encourage us to reach low to reach large.

That didn’t happen, because from the beginning we demanded that our metrics be infused with the values of public service. From the same data that advertisers used to buy and sell time, we devised our own metrics that acknowledged our non-profit, public-spirited core values. We defined “public service” as the use of significant programming by significant audiences. We put the significance of the programming first, in terms that rang true to our values; only in that context could we responsibly evaluate the size — the significance — of the audience; and only then could we ensure that our metrics would appropriately guide our programming and policy decisions."

Giovannoni’s contributions have been awarded the industry’s highest honors:

· Edward E. Elson Distinguished Service Award “In Recognition of Outstanding Service to Public Radio,” National Public Radio, 1997.

· William H. Kling Award “For Innovation and Entrepreneurship in Public Radio,” Public Radio International, 1997.

· Edward R. Murrow Award “For Outstanding Contributions in Fostering the Growth, Quality, and Image of Public Radio,” Corporation for Public Broadcasting, 1994.

· The first Distinguished Service Award “For Contributions of the Highest Order,” Radio Research Consortium, 1985.

Giovannoni retired from the broadcast industry in 2006 to pursue an avocation as audio preservationist and historian. ARA remains noncommercial radio’s exclusive source for AudiGraphics analyses.

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