Millennials 18-34 have turned to their own devices and away from radio.
If the model Kendall Jenner is any indication (and she has almost 100 million Instagram followers in social media), radio stations need to adapt.
She says she always has to be the DJ in her car.
Oops, radio thinks it has to be the DJ.
Kendall Jenner, like her generation, is obsessed with playlists.
Radio station playlists are short, predictable and repetitious.
She likes an eclectic mix of music not the same thing over and over. A few classics and the newer stuff nobody ever heard.
Radio plays virtually nothing new.
And the so-called “classics” are always within the same genre.
Kendall likes to crisscross musical genres.
KISS and the hits channels stick strictly to the same genre.
She like many other Millennials has no favorite musical genre. I can attest to this as a professor of music industry at USC. Professors are a lot more rigid about their music than their students who are open to everything and almost anything.
Kendall Jenner like her generation doesn’t listen to any song all the way through.
Radio does not want to hear this but it is true and widespread and we need to fully understand how to deal with this.
The reason Millennials 18-34 are so averse to radio is that radio in almost every way reflects what they don’t like, not what they like.
Stations can no longer ignore this and put together even more format changes that do not address the real issues.
That’s why at my upcoming Philly conference April 6th, former Cox and CBS programmer Dan Mason and I are going to literally take the words out of the mouths of Millennials regarding their expectations for radio and offer solutions.
You can hitchhike on any part of this but one thing is for sure – you will be closer to offering up broadcasting Millennials can embrace than ever before.
We’ll answer:
- What to do about djs in a world where Millennials want to be the dj. Fire them all or change them?
- How to give that personal playlist feel on a broadcast station for everyone.
- What music to mix together – how far should you or can you stray for your station’s musical format genre?
- Dealing with repetition the thing every programmer believes in their heart of heart is important to getting ratings? Obviously, radio needs to do some thinking about this in light of what 18-34s want.
- Plus that ticklish issue where Millennials almost to a person do not listen to even their favorite songs all the way through and yet stations continue to play them – all the way through. What to do?
This conference is worth the investment of one day.
Among the other issues we will tackle:
SUCCEEDING IN A ZERO GROWTH INDUSTRY
IT’S TIME TO MAKE DIGITAL A SIGNIFICANT RADIO REVENUE STREAM
COMBATTING BIG GROUP ATTEMPTS TO CUT RADIO RATES
FIGHTING FOR ADVERTISERS PUTTING RADIO MONEY INTO DIGITAL
IMPROVING MORING SHOWS WHERE 50% OF RADIO’S INCOME COMES FROM
DEVELOPING NEW REVENUE – AFTER 7 PM, PRODUCT PLACEMENT, SUBSCRIPTION FEES, BINGE CONTENT
STRENGTHENING THE WAY WE TALK TO TODAY’S AUDIENCES
RADIO SUSTAINABILITY FOR THE NEXT 20 PLUS YEARS
BEGINNING A “MILLENNIAL RADIO MAKEOVER”
RATINGS & AUDIENCE EQUALITY (Researcher Richard Harker did a study of how much audience Sean Hannity’s talk show lost due to Nielsen PPM. They will be live with solutions).
IMPROVING AVG. ¼ HOUR LISTENING
ELIMINATING THE 3 BIGGEST OBJECTIONS TO RADIO LISTENING
CAREER ADVICE AND NEW SKILLS TO STAY RELEVANT
This event will not be available by audio or video recording or streaming.
Join us Wednesday, April 6 in Philadelphia
Inquire about discounts for groups of 2 or more
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