Alan Burns: Can Top 40 Save Radio?
The Younger Audience Is A Double-Edged Sword, Says Burns Study
August 3, 2011 at 1:59 PM (PT)
According to ALAN BURNS AND ASSOCIATES' second annual national study of female radio listeners, the youngest listeners are less positive about radio, and thus represent a long-term threat to the medium. "However," notes CEO ALAN BURNS, "it’s those same listeners who are most easily reached by radio’s digital efforts."
"Radio's at-risk consumers are young," says BURNS. 15-24 year olds and Top 40 fans are more likely than the average woman to say they can foresee a day without radio, to be listening to streamers like PANDORA, and to be willing to pay for music streams, based on the data to be released THURSDAY. Look for exclusive commentary from BURNS here on ALL ACCESS.
"At the same time," says BURNS, "those younger listeners, and especially Top 40 P1s, are more likely than average to visit radio station web sites, listen to AM/FM streams online and on their cell phones, and visit radio station FACEBOOK pages often. Younger people are generally earlier adopters, and that’s even more true of the Top 40 audience. If we learn how to interact with those consumers on their terms, radio will continue to grow."
ALL ACCESS readers helped shape the study by indicating which topic areas were most important, and ALL ACCESS features exclusive commentary on the data by ALAN BURNS each FRIDAY.
BURNS AND ASSOCIATES interviewed over 2,000 women 15 to 54 for the project, and is releasing data in a series of webinars presented by DMR. TOMORROW's (8/4) presentation will be a "Deep Dive into Top 40."
The webinar is scheduled for 2pm EDT; to register for free, click here.
For more information, contact ALAN BURNS AND ASSOCIATES at (251) 980-7070.