Today's guest blog comes from Paul Jacobs, who provides insight on the challenges of radio's listening audience:
Like all media, radio faces significant consumer and technology-based challenges that have been well-documented in this blog and others. But there is a potential macro event taking place that radio requires awareness and action. This is because a major portion of our listening base - the in-car environment - is being challenged.
We know from "The Bedroom Project" and other research that radio's stranglehold on "portability" has been compromised. Gone are the days when listeners carried a Walkman radio around with them. For many Americans (especially young ones), even the existence of a radio in their homes is a thing of the past. Today, in-car listening is the last bastion of radio dominance.
So we have two choices: we can sit around and lament our bad fortune, or we as an industry can aggressively fight back. In big mass transit markets, could deals be cut with Sony or other providers to purchase portable AM/FM radios and hand them out at train stations? Can the NAB take the lead here?
Should radio buy transit advertising promoting listening to the radio while riding?
Let's not sit back and let outside forces impact our destiny. Morning and afternoon drive is the lifeline of many of our brands, and the dayparts that traditionally drive ratings. We have to adapt to changing conditions, and stay relevant.
(And you thought I was going to talk about iPods in cars, right?)