According to the RADAR101 National Radio Listening Report released on JUNE 22nd radio reaches more than 235 million persons age 12 and older over the course of a typical week! That’s a pretty solid cume.
What are you doing for those of the 235 million who are listening to you?
What are doing to generate TSL from your portion of the cume?
They are out there, they are listening, and the question is, are you providing the listeners with something more than just the basics?
If you are a music-formatted station you know you have to be more than an iPod or MP3 player for listeners. Chances are they probably have devices like that and if they are listening to the radio then they are looking for something more than another, “10 In A Row Without all the Talk.” They already have that.
You have to provide a little entertainment for your listeners. Something they can’t get anywhere else. You have to engage them. You have to make them want to hang around to hear what’s next. You know that, it’s been the case since the beginning of radio.
People could always buy the records the stations were playing. Just load them up on the Wildcat stereo and they could play whatever they wanted. Except when they wanted something more than just a jukebox. It’s all evolved from the records to the 8-Track, to the cassettes, to the CDs, to the digital copies. If they want just music they have always had a choice.
Video didn’t kill the radio star. Radio killed the radio star. And no matter how much the industry tries to mess it up, the listeners keep giving us another chance. As recently as June 22nd we know the listeners have given us 235 million chances.