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Consultant Tells Radio: "You Reap What You Sow"
During a roundtable at Thursday's Arbitron Consultant's Fly-In, an event hosted annually by the ratings company for programming consultants, Edison Media Research President Larry Rosin called the radio industry to the carpet for historically failing to effectively reach out to young listeners, the very people the industry is now clamoring to reach.
"You reap what you sow," he said. "You haven’t tried to get 12 - 24 year-old listeners; no one has ever tried to get them. And if you don't try you aren't going to get them. Everyone wants to reach the 25 - 54 year-olds."
Jacobs Media President Fred Jacobs added, "We got away with ignoring them because there was no money there. Since we were the only game in town, they wound up eventually finding us. But today, ere are all kinds of places for them to go. If they don't grow up with us, why would they come to us?" Jabobs added, "We are kind of screwed. We stand to lose a couple of generations."
Arbitron Senior VIce President for Business and Marketing Development Bill Rose added, "Consumers take their media choices with them as they age. How much are we as an industry investing in getting young people into our business? We don't speak that language anymore, and we need to."
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