Audiências de rádio entre o público mais jovem continuam a descer (EUA)

«Summer book Persons Using Radio (PUR) numbers declined to their lowest level since Arbitron began keeping statistics in Fall 1998. Radio usage dropped in every cell except 50-54s. Steepest declines continue to be among teenagers and young adults, as their attention is increasingly diverted to other media. That’s especially true among males, with Men 18-24 and 18-34 cells posting the biggest year-over-year declines. But the crowded media world is also taking a toll on the 25-54 money demo, which fell 15.1-14.9. There’s also a disturbing trend among female demos. In the Summer book not a single female cell saw an increase in listening. All but two (50-54 and 65+) declined. Compare that to male demos. While older women mirror the trend of listening less, the Summer book shows Men 45-64 were listening to the radio more» (Inside Radio, via Hear2.0)

E a reflexão de Mark Ramsey: «Listener who grow up with access to digital media are forever changed. They will not "grow into" us - we must "grow into" them. Or else the radio will eventually become your father's Oldsmobile». O texto total é este: «(...)the attitudes about radio and the usage of radio among persons under 35 - and especially under 25 - are dramatically different. Listener who grow up with access to digital media are forever changed. They will not "grow into" us - we must "grow into" them. The problem is this: It's easier to score 25-54 when a format scores 35-54 because it's easier to score 35-54 than younger. But if the entire radio industry begins to chase persons over 35 - as it is doing right now - then this is a one-way journey for us all. In a sense, radio is like smoking: If we don't create the habit when kids are young, we won't have the habit at all when they get older. And creating that habit is about more than targeting their music needs. We need to target the entire portfolio of their interests if we're to be viewed as relevant.This is one of those realities which will sneak up on us slowly until one day when we stand back and realize that but for one or two stations in any given market we no longer have a foot in the future.»