Radio's future can be even better than its past. Making Waves, the new book by Mark Ramsey, can help any broadcaster navigate a world of endless competition. An action plan for the future plus expert advice from Seth Godin, Douglas Rushkoff, Joe Jaffe, and many more. Read the Where all the Men 18-34 have gone
We all know Men 18-34 are watching less TV. This picture makes it pretty clear where these folks are going, and the answers are: Videogames and Internet.
Note the very small role played by "listening to music," Radio folks. And who knows how much of that is on an iPod, not a radio?
Ironically, in an era when provocative Radio morning shows are being censored, fined, and fired for alleged "indecency," what's the number one Internet draw?
Porn.
Meet Howard Stern, the United Scapegoat of America.
Read the whole story here in WIRED magazine.
Thanks to Marketing Playbook and Perception Analyzer for the link.
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You are the expert (would love to know the stats on radio listenership and ad rate trends), but radio seems like one medium that continues to have appeal. Just think of drive time. You are sitting in your car and you want stimulation. One thing MP3 players don't do well is "programming" whether news, music, talk, or whatever, radio still can get you hooked in those captive times to and from work. Maybe radio programming simply has to evolve to meet some of the above consumption patters, like "radio movies" or other dramas that continue where movies left off (see Genndy Tartakovsky's Star Wars series on Cartoon network) or "radio games" and you nailed it, "racy radio".
Posted by: johnza | August 01, 2004 at 10:07 PM
Yes, you're right, John. Radio programming DOES have to evolve. But just like nature, that evolution will come slowly and painfully and lots of folks won't survive the transition.
Playing music is so much easier. All you have to sweat is the order of the songs.
Posted by: Mark Ramsey | August 03, 2004 at 05:18 PM