Radio’s Loss of Young Listeners May Be Unstoppable

Larry Rosin, a great guy and excellent researcher, was quoted in the New York Times recently as saying radio's unwillingness to target listeners in the 12-24 year old demographic instead of the money demo 25-54 is contributing to a significant drop in listening. Rosin's Edison Research indicates that listening hours have dropped about 21% among 18-24 year olds in the last ten years. Other mitigating circumstances are cited including the usual culprits -- the Internet, mobile devices, video games, movies, television, instant messages, portable music players and music downloading. What's significant -- and what the radio industry must&hellip