College - Author 1

College of Liberal Arts

Department - Author 1

Journalism Department

Degree Name - Author 1

BS in Journalism

College - Author 2

College of Liberal Arts

Department - Author 2

Journalism Department

Degree - Author 2

BS in Journalism



Primary Advisor

Tony Prado, College of Liberal Arts, Journalism Department

Additional Advisors

Patti Piburn, College of Liberal Arts, Journalism Department


This senior project explores the audience engagement strategies of KCPR 91.3 FM, the student run radio station at California Polytechnic State University, San Luis Obispo, and lays the groundwork for future leadership to optimize the station’s platform. The project consists of 10 weeks of audience research, conducted through a survey distributed through social media, on KCPR’s website and at a variety of events. Through a structured methodology using surveys and targeted promotions, we collected data from 83 total respondents, revealing insights into key audience demographics, preferences, and interaction patterns of both content on, and on-air presence both digitally and terrestrially. Key findings reveal the station’s strengths, weaknesses, successes and challenges in terms of content consumption, radio listenership, and audience retainment. Recommendations for KCPR include diversifying content types, enhancing music offerings, and improving engagement strategies. This project aims to empower KCPR in optimizing its impact on the local community and strengthening its position as a cultural tastemaker on the Central Coast.

Included in

Radio Commons