Many problems in radio anyone can do anything about are self-inflicted. Things have happened to radio no one can fix like new audience tastes, competitive media and technology. However, problems are compounded internally. Radio has been repositioned both creatively and physically as new media players compete for ears and relevance in new times.
Music, once the strong hold and essence of radio no longer has category crossing demographics. It has become virtually impossible to program and target 18-49 or 25-54 in one radio format unless its language and ethnic focused. Audiences both young and old have become eclectic. An entire generation programs for its personal tastes on IPods. Digital games eat hours out of radio listening. Radio shrinks because of less reach and TSL (time spent listening), a double whammy to ratings and revenues.
Radio creates its own content problems sounding like an old medium while new media competitors slice up radio core audiences. Many in control of the radio industry today came up through the medium are still addressing radio like it's the good old days. They trade new morning teams and re-position on air slogans but the real problem is dealing with what is going on outside the radio station.
Radio is now part of a crowded of field of digital media and technologies with new leaders and thinking reflecting new times and tastes. No one cares about radio unless it presents itself as a competitive source of entertainment or information.
Radio to millions of new generation thinkers has become white noise. Radio still owns car audiences only because of circumstance and logistics, it’s hard to do much else besides drive, listen and talk on cell phones. Many that listen to radio in the car feel captive as they punch around the dial avoiding the poor programming and way-to-long 60-second commercials that have said it all in 15 or 30 seconds at most.
That’s my opinion, what do you think?
Bieler, author of The Sales Operator at https://www.brianbieler.com/https://www.brianbieler.com/