Bridge Ratings: Reach Trumped By One-On-One Engagement
August 12, 2015 at 12:12 PM (PT)
In the latest post on BRIDGE RATINGS' Navigate The Future blog, Pres. DAVE VAN DYKE surmises that radio's persistent proclamation of its unparalleled reach is largely falling on deaf ears because the consumers' interest lie more in one-in-one engagement.
"It just might be that the age of technology where everything -- entertainment, food, insurance, even pets -- can be customized, personalized and tweaked in which the consumer's world is becoming one where the concept of mass appeal is rapidly disintegrating," VAN DYKE wrote. "It is becoming more and more difficult to develop consensus understanding of generations, cohorts or audiences.
"Broadcast radio has the tools that will enable it to achieve digitally what it cannot through their AM and FM signals," he concludes. "The business has begun to take advantage of such tools, but the dismantling of mass appeal is a development radio needs to get ahead of -- quickly." Read the entire post here.