Alan Burns: Radio In Jeopardy With A Generation

More Data From Survey

ALAN BURNS AND ASSOCIATES will release more data from the largest-ever study of female radio listeners this week, and CEO ALAN BURNS concludes that radio is in danger of losing its future adult audience.

Last week, the data released showed that almost half of all women and nearly three-quarters of early adopters would buy a different cell phone if it contained a radio receiver. (NET NEWS 7/16)

Concerning this week's data, BURNS said "Over half of 15 to 24-year-olds agree with the statement that 'I can foresee a day when I won’t need to listen to music on the radio because I can get it online, on my iPOD, or on my cell phone.' Teens are the demo most inclined to say 'no station around here really seems to understand me,' and they’re the heaviest users of online music streams by age." 

The more like a jukebox we become, the more we’ll lose audience to digital alternatives. It’s important not to overreact to PPM in that way.

Fun And Community

"We don’t have to lose that generation," continued BURNS, "because radio has some strengths we can fight with; we just have to use them well. Helping people find out what’s popular, providing entertaining personalities, and an overall sense of fun are all key assets that are both important to 15-24s and are advantages of radio over digital jukeboxes. They’re also major attributes of good Top 40 stations. These listeners are looking for a community to connect to, and radio can be their coffeehouse."

BURNS stated that "the more like a jukebox we become, the more we’ll lose audience to digital alternatives. It’s important not to overreact to PPM in that way."

BURNS AND ASSOCIATES interviewed over 2,000 female listeners to Top 40 and AC, and is releasing the results in a series of free webinars presented by DMR each of the next three THURSDAYS. The study utilized the national consumer panel of SSI, a long-time provider of sample to ARBITRON, and music hooks provided by HOOKS UNLIMITED.

Next in the series of data presentations is a "Deep Dive into CHR" webinar this THURSDAY at 2p ET. To register, click here.

For more information contact ALAN BURNS, alan@burnsradio.com, or (251) 980-7070.

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