NPR Listeners Are 27% More Likely to Own a Bread Maker

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This is just one strange data point found by blogger Jim Romenesko over at his new blog on some of the more peculiar habits of NPR listeners. Romenesko -- culling the data from the Twitter feed for NPR's audience research department, @nprresearch -- highlighted all sorts strange statistics about NPR's tote-bag-carrying audience. For example, based on the organization's internal research, NPR listeners are 20 percent more likely than the general population to pay more for ecologically friendly products, and are 42 percent more likely to drive stick shift. (Tom and Ray Magliozzi must be pleased.) Another interesting one Romenesko didn't include: they're also 78 percent more likely to get a massage. None of these factoids are particularly surprising, given the presumably progressive predilections of NPR listeners, but they're interesting nonetheless. Finding them out, though, is serious business for NPR, collected in the name of advertising. "Clearly the info we post on the twitter feed is typically not the dry financial sector, automobile, movie viewing habits… but it’s all from the same source," writes NPR researchers Lori Kaplan to Romenesko. "We help our corporate sponsorship team by pulling out the most interesting stories for prospects." In any case, at least one NPR listener confirms NPR listeners bread-making ways:


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