Harker: Radio Programming Needs To Adopt To The Changing Listener
July 20, 2011 at 10:43 AM (PT)
In its most recent posting on its Radio Insights blog, HARKER RESEARCH masterminds RICHARD HARKER and GLENDA SHRADER BOS assert that the way radio is presenting its content -- pretty much the same way it did in the '90s -- is in danger of losing the interest and devotion of today's listeners.
"Today’s listener has a seemingly infinite number of options from streaming stations to on-demand services, iPODS, satellite, VEVO, social networks, and maybe a couple of HD stations in addition to the same dozen or so AM and FM stations," they wrote. "As a result of the explosion of audio options from iPODS to PANDORA, today’s listener has much higher expectations than yesterday’s listener. With more options than ever, today’s listener has much less patience for a radio station that falls short of her expectations.
"This is radio's greatest challenge preparing for the future. While today's radio station is little changed, today's listener has changed a lot. Radio’s failure to adapt the product to today’s listener is a far greater issue than worrying about FACEBOOK, TWITTER, or any of the other issues that seem to preoccupy the industry."
Read the entire column here.