Traditional Radio Faces a Grim Future, New Study Says

Source:  Variety.com / August 30, 2017 7:34AM PT

A new study published today by the head of New York University’s Steinhart Music Business Program casts a sobering outlook on the future of terrestrial radio. (Not surprisingly, the National Association of Broadcasters and Nielsen responded to the report; see their responses here.)

In the 30-page report, Larry Miller argues that traditional radio has failed to engage with Generation Z — people born after 1995 — and that its influence and relevance will continue to be subsumed by digital services unless it upgrades. Key points made in the study include:

*Generation Z, which is projected to account for 40% of all consumers in the U.S. by 2020, shows little interest in traditional media, including radio, having grown up in an on-demand digital environment.

To continue reading please click here >>>

Get WordPress help, plugins, themes and tips at MachoThemes.com
Call Now ButtonCall