"Old" Millennial here (about 40).
It was less about the medium and more to do with the fact that AM radio was
toxic to audiences of my generation for decades. From Rush Limbaugh making fun of us (citing the film "Failure to Launch"). To Rush Limbaugh calling us "sluts" for our believing health insurance companies should cover birth control. To basically every other show
copying Rush Limbaugh and indulging the Boomer audience while always making
my generation the butt of every joke, cause of every problem, and treating us as childish punching bag looooong after we into our careers.
Image if the Greatest and Silent Generations had created content like that, that vilified the young constantly? Would it be any shock when Boomers didn't turn up? (Perhaps they did, and I'm certain that media is DEAD).
(Side note: KFI bought themselves time by dumping Limbaugh while he was still hot and... alive. It lent credibility to a then-30-year-old listener that KFI was not interested in using my generation as a scapegoat. Their general talk was appealing to me. And even now, they are pushing the crap out of the podcasts and the iHeartRadio app, feverishly figuring out how to monetize the new methods in anticipation of a steep drop-off of AM listeners in some future year). I listen 90% of the time via podcast.
AM talk is DEAD. There's no saving it. There's no saving AM because it's the least efficient way to deliver talk. Crackling. Low fidelity. And worse of tall,
stigmatized (and a well-earned toxic stigma!)
Where did my peers go?
- Public radio programs (that were more even-handed, rather than rallying for one side versus another)
- General talk via RSS or YouTube (it turns out people care about FAR MORE than left-vs-right politics)
- Political podcasts (both left and right, who do a better addressing issues relevant to our group than Hannity, Rush, etc. ever could have)
- Reddit. Facebook. Twitter. Who needs AM radio to see people duke it out over partisan politics?
The even younger crowd (Gen Z, Alpha) are embracing Twitch, TikTok, etc. that I fail to understand myself. But the takeaway is the same:
AM RADIO IS DEAD. The faster the industry buries it (or just leaves the automated Premier satellite feed babbling on for 70-year-old listeners) and moves on to focus on beefing up and saving legacy FM brands that can become local Twitch streams that just happen to play music and be on FM. There's a future there, if owners are willing to beef up staffing.
If history is any indication, they won't. (But they could.)