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ftm Radio Page - August 8, 2014

Audience Demanding More, Gets Less, Turns Off
so confused Audience acquisition means everything to a broadcaster. There’s content to be created, talent to be managed, marketing to be devised, promotions to be organized, distribution to be acquired. Hitting all the posts is difficult, costly and absolutely essential. Then there’s the market leader effect. When top brands falter, the entire category feels pain.

The internet compliments the restlessness of youth
“different media culture”

The recent study on media usage in Denmark prompted comments on radio’s future by two respected media observers, neither particularly bullish on the DAB digital future. (See earlier note on the Danish Agency for Culture study here) Younger listeners have already migrated to internet radio, said one, and older listeners just aren’t interested. FM shut-off in Denmark is “uncertain,” said the other.

“Radio is actually a fairly important media in most people’s daily lives,” said Uni Copenhagen lecturer Henrik Sondergaard, quoted by Politiken (August 2). “It’s a medium to use everyday, for example, while on the way to work in the car.”

“Younger listeners hear less radio and more things like Spotify and YouTube,” he added. In the five years between 2008 and 2013 12 to 18 year olds in Denmark listened 20% fewer minutes per day. “Some would argue that DAB is already obsolete, because, after all, they just to listen to FM channels via the Internet.” (See more about media in Denmark here)

All time spent listening dropped 10.5%, according to TNS Gallup data. Older listeners are from a “different media culture” using media “in a different way.” The study noted that people over age 70 listened 17.5% less during the same period.

“There is a wide range of music services available today,” said Aarhus University media researcher Per Jauert who explained the lower FM listening as a general downturn in overall listening. “DAB listening increased,” he said, as radio channels began adding show hosts that “attract listeners.” Younger people are “not as faithful as the elderly.”


Radio Page week ending August 1, 2014
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Radio Page week ending July 25, 2014
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