Radio, Don’t Blow Your Chance to Matter Again (Guest Column)
A baffling move in timing and method, this decision by Entercom demonstrates a stunning lack of understanding about how people actually use radio: as a companion. How could you forget your primary function? KROQ didn’t just blow up a show. The station’s owner annihilated any trust with the remaining audience tuning in.
Yes, we get it Radio, you’ve all had to deal with the disruption of a digital revolution (just as the rest of the music industry has). We even looked the other way while you justified with straight faces, your slow arrival to every important new artist on the horizon in the last eighteen months, simply because they came from streaming — a dynamic that only exists, by the way, because Radio willingly gave up that position and drove away all the active, tastemaker listeners, due to an over-reliance on call-out and other passive research for far too many years.
And because we understand the foundational business aspects of broadcasting, where advertising continues as the main source of revenue, we could even grasp the big-picture rationalization behind pivoting away from the core 12-24 demos (the predominant music consumers based on every study) to focus on whose actually listening now — people above 35, audiences who grew up in a time when FM was exceedingly relevant.
But you have completely forgotten why the audience used to care.
Read more HERE.