Como trazer os jovens de volta à rádio ?

Afinal o problema existe...

«How can the industry build the habit of using radio into today’s youth and reach 12 to 24 year olds before they become addicted to iPods? Several programming consultants discussed those questions at Arbitron’s annual consultant meeting. Carolyn Gilbert, president of Clear Channel’s Critical Mass Media, said that radio traditionally follows the money and targets older listeners. Larry Rosin, of Edison Media Research, said radio hasn’t tried to reach 12 to 24-year-olds because it’s focused on the 25-54 demo. “There’s so many places for them to go, I think we’re kind of screwed,” said Fred Jacobs, president of Jacobs Media. He warns that if radio doesn’t start attacking the problem, the industry will have a hard time attracting youth to work in the industry. Rosin said Edison Media’s “30 Under 30” competition, reported here last week as his company’s efforts to find younger talent to work in all facets of radio, has received a “good response” with 150 nominations so far. »

fonte: rwonline, «Consultants Debate How to Lure Youth Back to Radio», 15/12/06

Desenvolvimentos:

«Jacobs Media President Fred Jacobs added, "We got away with ignoring them because there was no money there. Since we were the only game in town, they wound up eventually finding us. But today, ere are all kinds of places for them to go. If they don't grow up with us, why would they come to us?" Jabobs added, "We are kind of screwed. We stand to lose a couple of generations."
Arbitron Senior VIce President for Business and Marketing Development Bill Rose added, "Consumers take their media choices with them as they age. How much are we as an industry investing in getting young people into our business? We don't speak that language anymore, and we need to."»

Mark Ramsey concorda que a rádio tem ignorado este público. E que há uma ameaça concorrencial. Mas considera que a culpa não é da rádio:

«(...) this change in the nature of things - and in our future - was inevitable. Our challenge now is to create and target audiences in whatever media they want to be created and targeted in. Our challenge is to build audiences, young and old, and link them to advertisers. That challenge will never change. But nobody ever said we'd be meeting that challenge by using a radio tower.» (Hear2.0, 16/12/06)