Live From the Internet – Podcast or Die!
The future of media requires that business pay attention to the new digital media. Current 12-24 year olds are already abandoning radio for Internet radio and their iPods.
Some interesting statistics that I pulled from a recent study of 2,000 12-24 year olds by Bridge Ratings show that communicators must become adept at utilizing new media or die:
- 50% of the total sample listened to Internet radio, with 35% spending 1 hour a day with this medium and 22% spending between 1 and 2 hours a week. 22% are listening to Internet radio more than they were six months ago.
- 70% of the total sample listened to music on an MP3 digital music player, with 34% spending more than two hours a day. 21% of those indicate that they are listening to their MP3 players more than they were six months ago.
Digital Media suggested some ways to make traditional music radio more appealing to this generation based on what they heard from this group. These suggestions are also great for public relations communicators trying to reach these age groups:
- Add variety – more different types of music and different types of programming throughout each day.
- Reduce repetition
- Showcase much more New Music.
- Hire relateable personalities who can expose this age group to new music.
- Podcast your personalities, create blogs, eliminate the pre-recorded, imported automoton announcers.
- Completely embrace all of the technology available as extensions of the radio station.
- Re-think commercial loads, placement and production quality. For example, properly placed hour long sponsorships would enhance client brands and station image.
- Provide what the MP3 player cannot.
