I don't know about you, but every time I hear a station take the 9th caller (especially with those touchtone sound effects), I get flashbacks to Mr. Mister and decades that I'd just as soon forget. It just sounds dated, and is perhaps a subtle reminder that radio unknowingly continues to use antiquated techniques and tactics.
I'm not saying the phone is dead because with the cell phone proliferation, drive time phones and contests are even more viable because everyone is connected while they drive. But the reality of 2008 is that texting is eclipsing phone use for many demographics - and not just teens.
New research from Nielsen Mobile shows that texting is up a whopping 450% in two years - an incredible stat. I went back into Tech Poll 4 from this past February to run the same numbers for our Rock sample. The same phenomenon is occurring (although not quite at the meteoric rate that Nielsen Mobile shows).
Among 35-44s, more wireless phone users opt for texting over actual calls, and 45-54s aren't far behind.
So if you're programming an Active or Alternative station, texting has to be part of your digital communication fabric. But even if your most played artist is CCR or the Stones, texting needs to have presence on your station, too.
These are the moments where we would love to replicate "The Bedroom Project" among Boomers. Hey, you never know.