Getting 18-34 year olds to listen to radio is tough. Getting digital = Getting traffic = Getting ratings.
Last Fall, the NY Times referenced an Arbitron study which asked different age groups how their radio consumption differs nowadays from 1999. In every single age group people were listening less to the radio, with 18-34 year olds devoting about 14% less of their daily time to the radio.
18-34 year olds are heavy digital consumers (especially men) every day...especially simultaneous media users.
That means they are on the Internet, probably looking for viral videos and social network interactivity. According to recent research, men aged 18-34 account for 41% of those who view video online on a daily basis and for over two-thirds of adults who view YouTube and other user-generated content daily.
Yes, the 18-34 year old is still habitually online but guess what...the radio can be used when other media is used.
In order for radio to adapt, getting digital is essential, especially for 18-34 year old target audiences.
This will be even more true when Arbitron fully-implements their PPM electronic ratings system.
What does "getting digital" mean for radio stations?
It means communicating and interacting digitally. As mentioned above, Getting digital = Getting traffic = Getting ratings.
Radio station fan newsletters are one way to build interaction opportunities with radio listeners. These are opt-in permission marketing emails allowing stations to communicate and interact with a listener's interests (click here for 10 good rules).
Most radio station newsletters disappoint and miss their chance to connect with their listeners.
Here's a great example of a radio station newsletter.
It's from Q101 in Chicago, a pioneer Alternative radio station making strong moves to digitally connect with their listeners while facing Arbitron ratings challenges.
Signing up for the newsletter is appealing and easy-to-do...and the information provided in the newsletter is useful (pre-sale concert tickets, inside scoop, behind-the-scene station news, encouraging web streaming, their HD channels, etc.) which should help build strong word-of-mouth potential. Q101 has built up quite a fan network since they first launched their email newsletters back in 2001.
Take a look at Q101's latest newsletter design...what do you think of it?
posted by Chris Kennedy @ Saturday, March 31, 2007,
- At 6:34 PM, Sarah Moore said...
I am a big fan of Adult Contemporary music and the only radio station that plays a wide range of this music is 97.9 WRMF. 97.9 WRMF plays it all, from Soft Rock to Pop Rock both old and new. This is also my number one station to get all the latest news feed, local and international news and traffic reports. I am also kept updated on the station’s latest promotions and community events. Visit their website for live streaming at www.wrmf.com .