O fim dos ouvintes; utilizadores...

«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.»

Sobre o assunto:

A cronica de James Webb The End of “Listeners”: «Listeners are engaged only when the radio is on. Radio users connect with you in other ways, strengthening your brand and encouraging loyalty with each touch. They access your content whenever they want, however they want.

Many of our listeners - ahem! - users, return to our sites every day. Pictures, video, and more get posted on the web to supplement the on-air message. When the show is over, users go online and discuss it or pass it on. News junkies get timely text alerts, and hundreds of captive radio users stream our music station in their offices. The interesting thing about this is that new media, used effectively, propels users to listen to the radio more, not less.

Research has show again and again that web users are not particularly loyal. However, that changes when users are also engaged in broadcast media, particularly when there is additional, compelling content available there»