Did you know that almost one-third of mp3 player users are kids 10 or younger?
I’ll bet you didn’t.
Did you know that 40% of 6 to 8-year-olds own an mp3 player?
Or that 60% of 13 to 18-year-olds do?
Our youth are being raised on a diet of media control and extreme customization.
The consequences for how we program and market to this demo today – and as they mature – are profound.
As every smoker knows, lifetime habits are shaped during your youth. We can’t prevent a generation of listeners from embracing mp3 players, but we most definitely can make sure we’re embracing the listeners who are doing the embracing. We can make sure we’re a part of their iPods and a part of their lives.
And to do that we’re going to have to care about youth oriented stations and find a way to monetize our efforts there. We’re going to have to inject a spark of engagement into these stations like never before. We’re going to have to convert the monologue into a dialogue and the dialogue into a conversation. We’re going to have to open up the airwaves for their input and their voices and their production and their content.
Staying relevant for the future is not about launching a social network.
It’s about being a brand worth joining a social network for.