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Growing Disconnect With Young Listeners in Radio

That's a common point of view from music-focused editors. These are folks who represent a very small minority of the radio audience, people who are very deeply involved in certain types of music. For them, there is no form of mass media that will work, and that includes any form of radio where someone else is picking the music. They want to pick their own songs. That's fine, but they are not who radio is aiming for. There's nothing radio can do for them. It doesn't matter if it's "corporate" radio, or mom & pop radio. If the music decisions are being made for them, they're not interested.

This isn't a "growing disconnect," but a problem that's always existed with music. One could say there was a growing disconnect in the 1950s between the black audience and commercial radio, because R&B radio was only available in a few places, and often only available late at night. Same with rock & roll before the 60s. The difference was there were no other options then, as there are now.

But there's really nothing anyone in radio is going to do to appeal to people who only want to hear one very narrow type of rock music, or one very narrow kind of Americana country. For them, only a personalized music device or service will work. I think it's a waste of time for a guy to write an article like this on a site aiming at radio people, because they're not going to do what he wants. What he wants radio to do is appeal to a very narrow group of people who will never be satisfied with music decisions that are made by someone else.
 
TheBigA said:
This isn't a "growing disconnect," but a problem that's always existed with music. One could say there was a growing disconnect in the 1950s between the black audience and commercial radio, because R&B radio was only available in a few places, and often only available late at night. Same with rock & roll before the 60s. The difference was there were no other options then, as there are now.

With all due respect Al, I have to disagree, There IS a growing disconnect. I've taught Radio to college kids and spoken to many high schoolers. I've seen it. It's not the music...it's the lack of valuable content (to them) between the songs and far too many spins on powers. Thats why Pandora, Slacker, and Ipods are so popular. I'd bet the majority of songs they stream are currents in their genre...the difference is there's no ill-prepared tracker from out of state butchering place names nor 12-18 units of spots. AM is irrelevant to anyone under 40, and FM is starting to be irrelevant to the 16-24 ish demo. Many don't even own radios except in their car. We have sown the seeds of our own destruction with 7 minute stopsets. We have to show Radio's value relative to other mediums and slash the spotload. If you're pushing 15-18 units an hour RAISE THE RATE. My idea is 4 units an hour, with just 1 in a break. It stands out (more valuable) and live breaks should be used more. Am I full of it? Maybe. But If we can't match and improve the Pandora experience we're doomed.
 
Radio, AFAIK, is the only medium in which a listener cannot avoid commercials.

TV has DVR's (or VCR's) which can bypass.
Billboards can be ignored, as can newspaper ads.
The Internet browsers have ad-blockers.

The only thing a radio listener can do is hit the pre-set. This makes it mandatory for radio to not piss off the listener with obnoxious or lengthy interruptions (of any type, but mostly commercials).

In my market there is only one analog FM in my favorite genre. That means, if I know a big block of ads is about to air I have to visit a non-friendly genre or turn off the radio - not good solutions and eventually would drive me to listen to recorded music and not live radio.

Radio is admittedly in a tough spot. They need ad revenue to run but running too many can drive listeners, and thus ratings, away. Boosting rates can drive fewer buys and/or drive advertisers away.

Here is the disappointment you weren't expecting. I don't have an answer. Subscription radio isn't very successful so ad-supported radio seems to be the only answer for now. Some combination of fewer ad blocks, shorter blocks and slightly increased rates might work depending upon the market and individual station.

It is pretty clear though that radio is going to be a very challenging business over the short haul and cutting costs by reducing/eliminating talented air staff has significant downsides.
 
It's not just radio, but I see it happening in the news business. Here's what's really got me wondering about the future: Consumers of content want to avoid advertisements at all cost, but they're also unwilling to pay for content. What happens to the news business when it's all given away for free online and on Facebook?

I'm genuinely curious to see how the business will be funded in the near future.
 
NHRadio said:
There IS a growing disconnect. I've taught Radio to college kids and spoken to many high schoolers. I've seen it. It's not the music...it's the lack of valuable content (to them) between the songs and far too many spins on powers. Thats why Pandora, Slacker, and Ipods are so popular. I'd bet the majority of songs they stream are currents in their genre...the difference is there's no ill-prepared tracker from out of state butchering place names nor 12-18 units of spots. AM is irrelevant to anyone under 40, and FM is starting to be irrelevant to the 16-24 ish demo. Many don't even own radios except in their car. We have sown the seeds of our own destruction with 7 minute stopsets. We have to show Radio's value relative to other mediums and slash the spotload. If you're pushing 15-18 units an hour RAISE THE RATE. My idea is 4 units an hour, with just 1 in a break. It stands out (more valuable) and live breaks should be used more. Am I full of it? Maybe. But If we can't match and improve the Pandora experience we're doomed.

Is an "ill-prepared tracker from out of state" any worse than the radio nomads in days of yore who'd bounce around the country without ever getting to know any area well? Back in the 70s I worked with a guy at a station in Manchester who came on the air one day and mentioned how it was such a beautiful day and how he'd spent the morning swimming at Lake Massabesic. I'm sure the Manchester City Water Dept. police would have been all over him if he really did since Massabesic is the city's water supply and swimming is strictly prohibited. Or how about the constant procession of newcomers who didn't know the "k" in Belknap county was silent? Clueless, unprepared jocks have always been with us.

What exactly is "valuable content"? Again, liner-card/time-and-temp jocks have been with us all along and no one really seemed to care. Most listeners really don't pay much attention to the dj unless they're either really bad or really good...they just want to hear the music.

Alas, part of the problem is that there is very little mass-appeal music anymore, making it tough to attract enough of an audience to justify those rate increases. Thus, we're stuck with large spotloads (which, again have existed in smaller markets for decades).
 
reelyreal said:
It's not just radio, but I see it happening in the news business. Here's what's really got me wondering about the future: Consumers of content want to avoid advertisements at all cost, but they're also unwilling to pay for content. What happens to the news business when it's all given away for free online and on Facebook?

I'm genuinely curious to see how the business will be funded in the near future.

I don't mind ads at all. In print, I look forward to them & I read the ones I'm interested in. On TV, I pay attention if they're entertaining. The problem with radio spots is they bore me. If the first spot in a stopset isn't something I'm interested in or something that really grabs my ear, I don't listen through it or the ones that follow. I shouldn't even say this because I've cut many a spot that I probably wouldn't sit through.

Oh, & Old Bones hit the nail on the head about jocks. Listeners with no connection to radio don't perceive good & bad jocks unless the person in question is an extreme & there really are no extremely bad jocks on the air.
 
NHRadio said:
I've taught Radio to college kids and spoken to many high schoolers.

To be honest, high school kids are not in the target demo. Never really have been. Same with college kids. That really hasn't changed. When I was in college, I hated OTA radio. The DJs were too old, and the music was too bland. And that was a long time ago.

OTA radio starts getting interested in people at age 25. Especially if you're married. And if you are, and have a baby on the way, you probably don't have as much time to create playlists and radio stations as you did when you were in high school. And music is becoming less important. That's when they'll amazingly rediscover OTA radio. It happened to me, and it'll happen to them.

But as I said, the disconnect isn't growing, because it's always been there, and it doesn't matter, because OTA radio isn't very interested in the really young people. That's why this article is irrelevant, and it shows me that the writer(s) don't understand radio.
 
Oldbones said:
Alas, part of the problem is that there is very little mass-appeal music anymore,

I agree with that in some formats. That's why they're going away. Some types of rock are just disappearing because they don't attract the size of audience they once did. But country is VERY mass appeal, by design. And amazingly country is #1 right now in Boston.
 
reelyreal said:
It's not just radio, but I see it happening in the news business. Here's what's really got me wondering about the future: Consumers of content want to avoid advertisements at all cost, but they're also unwilling to pay for content. What happens to the news business when it's all given away for free online and on Facebook?

It's worse than that. Increasingly, consumers of content don't want news. They want someone else's spin on the news without even bothering to look at the original facts that are being spun. Want to be an "Internet journalist"? Just watch the network news or listen to a political speech, then blog about it, giving your take on something you have invested none of your time or money into reporting. Maybe you can thrown in a bunch of links to similar blogs written by people who share your opinions, or to the web pages and Facebook homes of radio/TV commentators and talk show hosts with whom you agree. The other side of the story? Oh, that will show up in the user comments, and you can neutralize those irritants with a dose of skilfully applied snark and ad hominem insults. Sad, but this is what more and more Americans seem to want rather than news as we've known it.
 
But how can someone put a spin on something if there aren't "feet on the ground" reporters? I think the importance of news will show itself. Twitter plays a hugely important role, but it's driven by paid reporters. What happens when the paid reporters are gone? Where's the front line?
 
reelyreal said:
Twitter plays a hugely important role, but it's driven by paid reporters. What happens when the paid reporters are gone? Where's the front line?

People will believe what they want to believe. Regardless if it's true or not. Ask the President.
 
Oldbones said:
What exactly is "valuable content"? Again, liner-card/time-and-temp jocks have been with us all along and no one really seemed to care.

That's the problem in a nutshell. Everyone can now decide what's valuable to them specifically. Hyper targeted News, wx, sports, the #3 race at Aqueduct, whatever...all now available with a few keystrokes.
Liner cards have trained listeners to expect little from Radio for the last 20+ years. And now, for the most part, that's exactly what they get.
I'm intrigued by Jelli which WJYY used until a few months ago and Listener Driven Radio. I can see that kind of thing becoming the new normal.
 
TheBigA commented: said:
OTA radio starts getting interested in people at age 25. Especially if you're married. And if you are, and have a baby on the way, you probably don't have as much time to create playlists and radio stations as you did when you were in high school. And music is becoming less important. That's when they'll amazingly rediscover OTA radio. It happened to me, and it'll happen to them.

What about Radio Disney?? Isn't that network's target audience supposed to be children between 5 and 13 years of age??
 
Joseph_Gallant said:
What about Radio Disney?? Isn't that network's target audience supposed to be children between 5 and 13 years of age??

Not a traditional commercial radio station. It's designed as a 24/7 marketing tool for all things Disney. Other radio stations are aiming much higher.
 
TheBigA said:
To be honest, high school kids are not in the target demo. Never really have been.

I've got to disagree with that. When I was growing up and had just become a teenager we got Color Radio in my town and it quickly became the most popular station and stayed at the top for several decades. It was directed exactly at teens and young 20-somethings. Although advertisers included car dealers and food stores the most frequent commercials were roller skating rinks. record stores and drive-ins (both food and theaters). The DJ's made many personal appearances all over town but particularly where teens were. They would show up at high school sock hops and host stage shows targeted at teens on Saturday evenings. The DJ's also hosted different kinds of "clubs" (the social media of the day) that held events popular with teens. When we climbed into the family sedan in those days the radio never drifted off Color Radio 99 for any reason other than the UofA football or basketball game.

I don't know if other towns were like mine. When I moved to the Bay Area during high school it was much the same although SF was a huge area compared to my small desert town and had many more stations from which to choose. Top-40 radio then wasn't the terrible mess it is today and the music they played satisfied a much broader range of listener. My parents would listen to the same stations I listened to except when they wanted to hear non-stop news. Perhaps station management believed they had enough adult bleed over that the commercials they carried for adults were really being heard by enough adults. That station lasted for a long time in that format and was more popular than any station in that market since so something must have been done right.
 
landtuna said:
My parents would listen to the same stations I listened to except when they wanted to hear non-stop news.

Exactly. Who controls the radio dial in the car? The parents or the kids? But the radio station mainly wanted to reach the parents to get them to buy a new refrigerator or car. Sure you had the occasional pimple cream, but that wasn't the target demo. Same with today.
 
TheBigA said:
But the radio station mainly wanted to reach the parents to get them to buy a new refrigerator or car. Sure you had the occasional pimple cream, but that wasn't the target demo.

I'll bet that station sold lots more Clearasil than Frigidaire's. ;D
 
landtuna said:
I'll bet that station sold lots more Clearasil than Frigidaire's. ;D

But they made more money from the appliance stores. Take a look at the popular music at the time. There's a reason why they mixed in Frank Sinatra with The Beatles. And the kids sat through Frank then. They wouldn't today. Since the late 70s, radio has become far more targeted than it was when you were a kid. If that means teens don't have a radio station they like (especially teen boys), so what?
 
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