Larry Rosin of Edison Research made a powerful point in his presentation at this year’s Country Radio Seminar — radio’s brand is LOCAL. And he stated that “Voice-tracking and nationalization are…a disaster for the radio industry.” I agree with his premise and his conclusion, but wanted to know what listeners think…
Where would you go first for information in times of emergency? For me, it’s radio. When the power’s out, no problem…it’s battery powered. When we’re in the basement bathroom waiting for the tornado to pass, there’s no TV in there…there’s radio. For me, it’s radio. Then again, I’m a “radio guy”! But I’m also a research guy, so consumers can set me straight…
We’ve heard all the doomsayers. “Listeners don’t care about radio,” “Millennials hate radio,” “Pandora will kill radio as we know it,” etc.
Wrong. Wrong. Wrong!
So far this week, we’ve seen that Millennials’ attitude toward FM radio is quite positive. Their attitude toward AM — not nearly as positive — at least isn’t negative. All in all, our research on Millennials reveals that their attitude toward traditional radio is much better than “doomsayers” think it is.
Of course, Millennials aren’t a target for the vast majority of AM stations! Still, in our study of under-35′s, we wanted to know what they feel and think about AM…
The Quotations of Chairman Mark
“To succeed, you've got to be something for somebody -- enough 'somebodies' to make your "something" viable.”
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