Just Being Local Is Not Enough

Share on

In Yesterdays All Access, Alan Burns stated that just being "local" is not enough to win in today's radio ecosystem against pureplays...

"Local information -- news, weather, traffic, sports and “what’s going on around here” -- is not high on women’s list of top reasons they listen to radio, according to “What Women Want – 2017” from ALAN BURNS AND ASSOCIATES and STRATEGIC SOLUTIONS RESEARCH's latest findings. 

“Many, if not most, radio professionals feel that radio’s local information and local touch are its best defense against encroachment by pureplays like PANDORA and SPOTIFY, and it’s obviously crucial in extreme emergencies," BURNS said. "But on the average day, it’s more of a marketing tool to both listeners and advertisers than a defense against online streamers.”

“As a medium, radio’s top defenses are the fact that it’s so easy to use and that you can switch stations instantly depending on your mood," STRATEGIC EVP HAL ROOD added. "And content-wise, personalities and fun are, for women, more important than local information.”

Radio’s top assets vs. pureplays, and vice-versa, will be detailed as part of THURSDAY’s second webinar in the release of data from the national survey of 2000 women aged 15-54.  

“We’re going to have some stunning information about the amount of headphone usage in this webinar, along with what’s happening in connected cars, radio’s competition in morning and at work, and how the actual ratings participants we surveyed differ from other listeners,” BURNS said.

Register for the free 30-minute webinars by clicking What Women Want 2017 Webinar or at www.burnsradio.com or www.strategicsolutionsresearch.com.

- See more at: http://www.allaccess.com/net-news/archive/story/162936/alan-burns-local-is-not-radio-s-best-defense-again?ref=mail_news#sthash.LTCzPSlI.dpuf

You might want to attend today's webinar and learn more, see the links above.