youngadults
04/09

What Radio’s Changing Audience Demos Means for You

As you consider your target audience, don't forget that target keeps moving.And it has profound implications for radio.Check out this chart from Business Insider via WSJ:This chart shows the changes in US demographics (age only) over the past six years.What you're looking at is a slight decline in the overall number of 25-54's (down 1.2%), a more sizable increase among 16-24's (up 3.7%) and a massive increase among those 55 and over - the folks who are traditionally of little to no interest to commercial radio broadcasters (up a huge 19%).That's just in the past six … [Read more...]

walkingdead
04/07

Radio’s REAL Problem on the New Auto Dashboard

Yesterday I wrote that some auto industry analysts believe radio needs to be easy to find and use on the new auto dashboard because ease of discovery and use will trump any discussion of how good or bad the actual content is. In other words, consumers are not likely to seek out great content they care about unless it's first easy to find and use.While it's certainly true that making anything easier to find and use promotes both discovery and use, is that even within radio's power in the new dash (unless we pay for that prime access)?In the auto context, radio is only a distribution … [Read more...]

shelf-space
04/06

Radio’s Spot on the New Dashboard – Time to Do a Deal?

This past week I had a conversation with someone knowledgeable in the auto technology space:"The dash is getting crowded and complicated," she argued, "and the harder to find a radio station is the less apt folks will be to listen to it.""But if the content is compelling enough, they will seek it out," I replied."Ease of use trumps compelling content," she argued back. "It has to be easy to find and use first, and some of these new dashboards don't even have an FM/AM button."Now this is abjectly true: You can't listen to what you can't find.But what are the consequences of … [Read more...]

@midnight
04/05

Social Media for Radio the #ChrisHardwick Way

What is this show @midnight that has exploded in ratings and social media buzz since its debut last October?And why should radio care?You should care because @midnight and its creator/host Chris Hardwick have cracked the code on how to use Twitter - and there's much you can learn from their strategy.Writes The Wrap: Hardwick's “@midnight” on Comedy Central – a half-hour comedy/talk/game show hybrid that, as its name suggests, deals with all things internet and social media – is arguably the best series currently on television when it comes to harnessing social media buzz. The show … [Read more...]

ravingfans
03/27

Radio’s Missing Marketing Funnel

One of the great things about non-commercial radio is that it’s supported largely by fans – the very “public” embodied in the term “public service.” And this is as true of NPR-type stations as it is for non-commercial Christian stations.And these stations have something else in common besides their business model: They both tend to lack a marketing funnel.What is a marketing funnel? It’s the process whereby consumers move from awareness and sampling of your station at the wide top to fan-ship and, in the case of public and non-commercial stations, financial support at the narrow … [Read more...]

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