Alan Burns: Women At Work Want Music And Community
August 5, 2010 at 4:24 AM (PT)
ALAN BURNS AND ASSOCIATES will release the at-work listening and digital marketing results of its national study of female radio listeners TODAY (8/5) in a free webinar at 2p (ET).
CEO ALAN BURNS says the findings make it apparent that in addition to music, women who listen to radio at work crave connection and community. "Compared to all women, they like entertaining morning shows more, air personalities more in general, and are more likely to say they’d miss 'real people on the radio' if they listened to non-radio streams instead," said BURNS. "They even like celebrity news and gossip more than the average woman."
"But it’s a balancing act," continued BURNS. "If you go too far with non-music elements like commercials and talk, working women will not only change stations but they’re also likely to turn to other media altogether."
BURNS notes that at-work users of non-radio music sources such as online streams, iPODS, and satellite radio are "avoiders" -- they’re more likely to turn away from long commercial breaks or pointless talk than most women. "Thus when a station overdoes either of those," says BURNS, "it risks not only sending listeners to other stations, but also fuelling a flight to digital media."
TODAY’s webinar concludes a series of four presented by DMR that highlight the results of the BURNS study. BURNS AND ASSOCIATES interviewed over 2,000 female listeners to Top 40 and AC. The webinar will focus on what at-work listeners want and how to reach them through digital media.
To register, click here.
For more information contact ALAN BURNS at firstname.lastname@example.org or phone (251) 980-7070.