Glimmer of Hope For Radio’s Future

The NAB is sponsoring a Teen Initiative. Projects and research will be done to determine how to win teens and young adults back to radio. Some of the smaller, well-run groups are probably going to lead the way. The big consolidators need to sign on, too. Radio for decades has coveted its money demo -- 25-54. It's made a cottage industry out of 18-34. It loves women over men but knows how to monetize male listeners once they attract them. But teens -- most radio operators submitting to a lie detector test couldn't attest to their interest or concern for this demo. So, while radio was out consolidating and licking their chops about&hellip