Thursday, May 24, 2012

1 + 1 = 2

1.  For the last two summers, Alan Burns shared topline results of his detailed study of CHR and AC female listeners.  There's a TON of actionable info in the studies (click on Alan's name to download them), but one factoid screamed at me from his results on morning usage and priorities.

There's a direct co-relation between folks to start their day very early in the morning with radio and heavy usage of radio throughout the day.

2.  Now, Fred Jacobs and his team are sharing data from their 8th Annual "Tech Survey," (click to read MediaPost's recap of some highlights) and 57% of core radio listeners start their day with another medium or gadget rather than turn on a radio at home or in the car!

Television is a close second to turning on a radio at home. The 18-34s are more likely to engage with email or Facebook for this “First Occasion” of the day and country radio's core is actually more likely to start their media day with television than with their favorite radio station.

Fred says, in the MediaPost article “... the data from the study suggest that focusing on connecting emotionally and meaningfully with listeners is radio’s best avenue toward remaining relevant and vibrant in the face of new digital competition...”

The emotion I am feeling as I add those two reports together in the Spring 0f 2012:  fear.  I hope you are too!

Your morning team spends their morning talking on the radio so most likely they will be the last to notice this trend.

Managers and programmers:  watch your own family and friends as they start their day.  Add 1 + 1 for your morning show before it's too late.

EARLY morning radio isn't being interactive, topical, informative or social as other media options are for our heaviest-users.

Local TV stations showcase their morning shows in their marketing, looking a lot like the marketing for radio "used" to be.  When have you marketed the benefits of your morning package as the best way to start early morning?  I'm betting that it has been a long while.

Albright's axiom:  "We used to do that" is the epitaph on the tombstone of dead radio stations.

A big thank you to Jacobs and Burns for pointing to the handwriting on our wall.

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