Thank you for taking the time to share what matters most to you in your listening experience — and why WMRA matters! Nearly 500 listeners participated in our 2025 Listener Survey and these results will help us guide our programming and community choices as we continue to provide trusted journalism, meaningful local coverage, and cultural programming that reflects daily life in our part of Virginia.
Listener Voices at a Glance
This word cloud is drawn directly from hundreds of open-ended listener comments. The most prominent words reflect what our listeners mentioned again and again: trust, community, local reporting, music, and public service. Many listeners expressed deep appreciation for fact-based, calm journalism—especially in contrast to polarized media. And yes, we did receive a fair amount of constructive criticism, mostly about the desire for more local coverage or variety in our programming.
- “Your presence in my kitchen, my car, and my garden is an enduring constant.”
- “It feels like neighbors, informing the neighborhood.”
- “I listen every day and learn something new every time.”
- “Please cover more Northern Valley stories—Shenandoah, Winchester, and Frederick.”
- “Would love more about local governance and schools.”
Programming Listeners Enjoy
Nearly all respondents value WMRA’s news offerings, with national NPR and local/state reporting at the heart of their listening habits. In the "Other" category there were frequent mentions of Fresh Air, Wait Wait... Don’t Tell Me!, Science Friday, The Moth, Acoustic Café, and BBC News.
Local Issues Listeners Want More Coverage Of
Listeners clearly expressed a desire for strong, consistent coverage of state politics, environmental issues, and city and county governance. Many also mentioned the need for continued coverage of immigration issues in our region and emphasized the importance of arts, culture, education, and climate reporting — underscoring WMRA’s role in helping listeners understand and engage with this place we all call home.
How Listeners Connect With WMRA
Traditional radio remains the primary way many people listen to WMRA, but other platforms are growing in use and we are seeing increasing use of multiple digital platforms. Apps, smart speakers, and the WMRA website are in use throughout the day — reinforcing our commitment to provide this service wherever and however you wish to listen to or consume our news.
Key Listener Insights
- Most respondents are long-term listeners, with more than three-quarters of our respondents tuning in for over a decade.
- National and local news are clearly priorities.
- Local civic issues and environmental topics deserve more coverage.
- Listeners continue to rely on our broadcast signals, but increasingly engage across digital platforms,
- More than 60% of our listeners reported that they have supported a businesses that underwrites on WMRA.
Closing Summary
The 2025 Listener Survey showed us what matters most deeply to the people we serve. Listeners trust WMRA to deliver fact-based journalism, thoughtful local reporting, and programming that reflects the values and culture of our region. Your feedback affirms a need for continued investment in local news and where we should concentrate that local coverage. Accessible digital platforms are not only appreciated — they are quickly becoming essential. Thank you for taking the time to share your thoughts and give us these insights. Your generosity in all forms allows WMRA to remain a trusted voice and a vital public service for our community.