Larry Rosin of Edison did the presentation at the Nashville Convention Center, illustrating the fight for media time that exists between television (CMT, Great American Country, etc.), country videos on YouTube, Pandora, and mobile devices. He says Americans want the device that’s the easiest to use in a particular environment. At home, that’s TV. At work, it’s the Internet. In the car, it’s still radio.Ed Ryan of RadioInk:
Megan Lazovick of Edison Research presented detailed information about the Country radio listener at CRS yesterday in an "Ethnographic Study." Lazovick went out across the country and spent days with listeners, observing how they consume music and what the country music format means to them.Ryan caught both of them by phone yesterday and the entire interview is worth the time:
“...radio remains most people’s primary way to interact with the country music they love..."
As usual, the number of CRS attendees in research presentation panels was disappointing considering the power of the information. My fear is that we're all so time-challenged that Larry's key point, which comes right at the end isn't going to have the impact it deserves.
So, I cut to the chase for you: LarryRosin-CRS2013.mp3 is just a little over a minute.
Please download it and share it with everyone who communicates with listeners at your radio station.
One year ago, Larry's CRS research stressed the importance of being local and our largest radio companies have ignored that advice.
This year, the advice isn't for owners.
It's for you.
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“We don’t appreciate the relationship we
have with listeners; they’re not customers, they’re
friends. Few of us try to connect with listeners.” - Larry Rosen
He cited many stations he’s recently heard, which sell themselves with “New Country,” “Today’s Country” and what he called “bland, emotion-
free” slogans.
He praised Cumulus’ just-launched WNSH (Nash-FM)/New York for using “Country For Life,” saying, “I don’t know what it means but at least it’s different and playing on another level.”
“Country is different from other kinds of music in a fundamental way. They don’t have to talk about turning on Country, because Country is always on.” Listeners are deeply connected to important memories of their lives, observed Hamilton. “With other kinds of music, maybe it’s there for you in your 20s and that’s ‘your music’ for the rest of your life. Country is with you every step of the way.” - Lori Hamilton of Prosperity Productions
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