Tag: "Stuart Last"

State of American Podcasting

| November 19, 2015

By Holland Cooke
Radio Consultant

 

cookewriterBLOCK ISLAND, RI — AM/FM broadcasters enjoy inherent advantages, are confronting formidable challenges, and should be further along exploiting obvious opportunities.

  • This year, radio hit an all-time high: Nielsen says 245 million in the USA (P12+) listen each week.
  • And word got around, as that news reverberated throughout the business press nicely. We winced when Forbes’ otherwise flattering write-up was titled, “Radio: The All-But-Forgotten Medium With The Biggest Reach.”  Often we sound too defensive, with well-intentioned messages like “Radio still matters.”
  • Meanwhile, AM/FM’s most habitual users are becoming less-prominent economically. By 2017 Generation Y will out-spend Baby Boomers.  USA 20-somethings already spend $1.2 trillion.
  • Broadcasters aren’t up-to-speed on digital, the new media where this new audience talks to each other (and recommends things to each other). I hear too many promos announcing THAT-the-station-has-an-app, and too few about WHY-to-use-it.

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