Skip to main content

Slip-slidin' away...

I don't mean to sound pessimistic (a sentence that usually precedes something very very pessimistic)... Have a look at this graph:

Thanks to the guys at http://ilevel.ie
I've made it nice and big so you can see the trend clearly. Above is the percentage of Dubliners over the age of 15 who listen to radio each week. The different coloured lines represent different demographs, as indicated on the right. The x-axis represents this period in 2010, in 2013 and in 2016 (the current period).

Noticeably, they're all descending, and some quite significantly. In the case of 15-19 y/o's, listenership was at circa 92% in 2010, while it is at around 69% now. That's one hell of a decrease.

Those 15-19 year olds are the streaming generation - what's the point in them listening to a pre-selected playlist on the radio if they can create their own on Spotify? Perhaps with the distractions of social media, gaming being more accessible than ever on our smartphones, and the widespread availability of video streaming - people in this age group just don't find radio that exciting anymore. That's why fewer and fewer are listening.

Let's not rest on our laurels, though. We can either just deem this as the inevitable fate that we've been anticipating for years or we could act and slow down or even avert the trend.

Here's an idea - make your radio brand into something more than just an FM frequency. Make it multimedia. Turn everything you do on-air into video content, rendering it suitable for social media. You may not be gaining listeners directly, but you'll be keeping them connected with the brand. And who knows: maybe when they're in the car they will turn on your station?

We're seen the prominence of vloggers on YouTube. Teenagers are becoming infatuated by these people. They have real power, authenticity and a real personality that young people can relate to. Why doesn't radio tap into the trend? These people obviously know how to entertain, captivate an audience and communicate. Lets train them in radio - they'll bring their hoards of teenage fans with them, and connect with the demographic that is currently abandoning our medium. (Well maybe that's a bit optimistic - but it's a hope).


Let's not concede in this battle. Radio is not a lost cause, I think we can preserve its future if we adapt the medium with the times.

Gavin

Comments

Post a Comment

Popular posts from this blog

The 'A Word'

"YOU support murdering children?"   It was a simple exchange. We were talking about faith in the modern world, and I foolishly dropped the 'A Word'. Hinting my feelings in relation to this controversial topic, I was immediately stopped in my tracks. My words had led to a judgement being made about my character and my personality. This headline from Waterford Whispers News summarises what has happened to the debate in Ireland: It's ironic, because since the debate has come into general public consideration in Ireland, it has almost become more of a taboo. A highly emotionally-charged debate, both sides will shoot the other down with provocative statements. People are afraid to open their mouths about it in case they are ridiculed for their views. This is exacerbated by the far-left and far-right musings on social media, suggesting that there is little or no middle-ground in this debate. Whatever side of the tracks you are on, or whether you have made ...
Post a Comment
Read more

Preference VS Protest: Democracy isn't a Competition.

 Shock and awe were evoked in Britons, among people across the European Union and in the greater world community today. The Brexit result left everyone in surprise. It was all very unclear as the polling stations closed last night. With a lack of exit polls, people were left to focus on odds set by bookmakers who ironically predicated the remain side winning. “I voted ‘no’ but I didn't foresee this outcome”   - the words of a bemused voter on the BBC this morning.   Almost with a tinge of regret, the man appeared to be piecing together the consequences of this landmark vote in his own mind as he answered the question. To him and many Britons, leaving the EU seemed so radical that it could never happen. Well I wonder if the thought crossed his mind that the government could take the Irish approach. That's the tactic which involves re-running a referendum and giving voters a little light encouragement to change their preference. It worked for us. But it see...
Post a Comment
Read more

Coldplay: Before the boredom set in

The scramble for tickets is just insane. Thousands of teenagers and adults battling on TripAdvisor to get good seats. And after a couple of stressful moments, no more tickets! Isn't it so funny. This is the Coldplay that is doing duets with Rihanna and Beyonce, this is the Coldplay that releases EDM records. It's a very different Coldplay to that of 2005. These two are from the album 'X + Y'. My dad used to have this in the car the whole time so I had months of listening to the album nonstop - but that was years ago. I hit shuffle on Spotify and heard Square One - the opening track, one I recognised instantly from the distinctive riff. Square One is a very interesting start to the album - the synth combined with loud guitars gives the band a very unique sound. The track really builds up. The guitars pick up pace and the song is very lively heading from the chorus into the second verse. There's a James Bond-like riff to follow every line. It's one of my favou...
Post a Comment
Read more