They’re not “listeners,” they’re “users”

From Inside Radio:

Bonneville’s new media director James Webb says radio needs to stop thinking of its cume as “listeners” and consider them to be “users.” He says “Listeners are engaged only when the radio is on. Radio users connect with you in other ways.”

Yes, yes, yes.

And consider: If your “audience” is “users,” then you are by definition members of the new media community, not the “radio industry” per se.

Your competition – and your aspirations and opportunities – have just opened wide.

How does that change what you do, when you see your “listeners” as “users”?

Think about it.

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