Country Radio Needs To Be More In-Tuned To New Media
February 23, 2006 at 7:09 AM (PT)
At CRS-37 the results from "AMERICA's largest-ever study of P-1 listeners," by EDISON RESEARCH was unveiled. The results showed that Country radio needs to become aggressive in its new media strategy for 2006.
For instance, i-Pod usage was much higher than expected among Country listeners. This week's ROSS ON RADIO by SEAN ROSS re-caps that study as well as a new study done by COLUMBIA UNIVERSITY. In that study, researchers at COLUMBIA found that there's still a lot of advantages to shooting at being as mass-appeal as possible. ROSS points to the success of WLTW in NEW YORK for instance, posting a 7.4 share in the FALL ARBITRON.
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