Inside Music Media

Most radio stations sound like they are broadcasting to Gen Xers or baby boomers.

And 86 million Millennials 18-34, the largest available audience, know it.

Radio is not essential to their lives.

To be deadly honest – they can’t relate.

So getting Millennials to listen to radio is among our highest priorities at my upcoming April 6 New Radio Conference in Philadelphia.

Here’s how that segment will go.

I will be working with Dan Mason, the very able programmer of Cox and CBS fame, who has taken a keen interest in what it takes to attract Millennials.

Attendees will be part of the discussion if they like as we go through some of the things that we know Millennials want from radio.

And we will brainstorm together.

For example:

How they don’t like djs that try to be relatable. But wait -- isn’t that what program directors tell their jocks to do – be relatable? But there is one other thing Millennials would appreciate most. Let’s see if we can put our heads together to find ways to do it.

More talk about the music – and as we know djs never talk about the music other than an occasional casual mention. They’re lucky to talk at all – maybe four times an hour with nothing worth listening to. But what specifically do 18-34’s want to know about these recording artists? Let’s explain it.

From an actual Millennial listener: “trying to relate current music to what’s happening in the world”. Hell, radio doesn’t do that! Maybe that’s why radio is so meaningless to Millennials. By the way if we can make some adjustments, that leaves streaming music services just being – well, music services. Apparently Millennials are starting to want more.

What constitutes a radio personality to Millennial listeners.

What they like and don’t want in a morning show.

Ways radio can stop offending Millennials with – of all things – social media. Yes, radio is doing social media like a new age direct mail campaign.

Gossip, hot topic talk – the only real stuff djs do when they say anything – here’s how that goes over with Millennials.

And believe it or not Millennials want terrestrial radio to personalize the their stations like Pandora. I know, it can’t be done. But they think it can. Here’s what they want you to do.

And they want you to change the way you engage them on-the-air. And we’ll be specific about this.

This is a big piece of our agenda in Philly for good reason.

Fix the Millennial problem and radio may be able to show some real growth again.

This is the 7^th annual conference I have put together for progressive thinking broadcasters and media executives who want deadly honest solutions to critical problems that are hurting the radio industry.

The “How To Get Millennials To Listen” session.

Here are all 9 critical issues on deck for the April 6^th meeting:

Change the way we talk to audiences. Radio dates itself every time the mic is open, but audiences want authenticity, no hype and at least three other things that most radio stations do not have. Training to teach on-air people to sound the way the audience sounds. How to get away from: “this station is not for me” to a new affinity. Sweepers, positioners – how are they testing with Millennials?
Making money from digital. Enough, already. What most stations are doing is not generating very significant digital revenue. Here’s what they are missing that can work for you.
Getting Millennials to listen. After we change the way we talk to 18-34 year old audiences, what is so compelling that they will have to listen. How about three things that have never been done that I think you will agree will make radio a destination again even in the digital age.
Reinvigorating the morning show. See where I’m going with all this so far. We can’t blow up everything but there are changes we can make like the way we talk to audiences, the things we do to make radio relevant to them, improving digital and this one – redesigning outdated morning shows that 18-34’s are not relating to. Then generate 50-60% of your total station’s revenue from the more relevant morning show alone.
Outpacing radio’s declining revenue trend. Every financial analyst is calling for a negative year -- off anywhere from 1% to over 5%. And yes, price gouging by major consolidators is helping radio’s race to the bottom. Let’s cut to the chase. What can be done to outperform this negative trend? Fighting rate cuts, over-bonusing, short-term flights, unwillingness to pay a premium plus adding revenue from subscriptions (don’t knock it), product placement and digital so foreign to radio you will likely be the first in your market doing it.
A Millennial Station Makeover – leave with a long list of things you can do to make the rest of your station sound cool to critical 18-34 while also meeting with the approval of your older audiences.
What to do about podcasting, which doesn’t monetize well but intrigues Gen X and baby boomer audiences.
Standing up to a rigged ratings system. Harker Research and Sean Hannity will share research that shows the type of listening talk and music stations are losing with PPM ratings and how to fight back and reclaim the listening you’ve earned.
Eliminating listener’s biggest objections. At least start with this and tear down some barriers to increased listening.

A day of information and inspiration where we work together. This is an interactive format so you can participate to the fullest extent.

This event will not be available by stream or video – only live and in person.

I can’t wait to bring our collective enthusiasm together using this blueprint to make a real difference in doing great radio.

Reserve a seat

Inquire about group rates

Post Views: 196