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Is Atracting Younger Listeners Radio’s Biggest Challenge?

That’s what new NAB Radio Board Chairman Bruce Reese thinks, according to this interview with Radio Ink.

The 18-30 year-old listener is the one we’re at risk of losing, he says. He then goes on to say that Radio’s greatest strength is localism.

Well, needless to say, being the most local medium is not the key to sustaining the loyalties of 18-30 year-olds.

These people are heading for the hills because, primarily, there are some really good radio substitutes out there – especially the one on the cover of Newsweek this week.

I would argue the biggest challenge to Radio is NOT the 18-30 year-old listener. It’s creating programming that is COMPELLING for the 18-30 year-old listener in an era when “playing the hits” is no longer sufficient to draw and sustain their interest.

Now, more than ever, there is room in Radio for fresh approaches – and especially fresh non-music-based approaches.

Talent, you see, has always been and will always be a scarce commodity. And it’s one you can’t swap on KAZAA.

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