May 21, 2021
How do programmers reach out to 12–24-year-olds to get them more engaged with their stations?
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Valentine, WBHT: We have to be more a part of their lifestyle and be in touch with what they’re listening to, what they’re streaming. We can’t always wait for a song to research before we play it when we know it’s hot with that audience. We have to reach out on their social platforms, get out to their events, like high school football games, etc. Be more a part of their lives. Jon Zellner, iHeartMedia: Best way to do this would be socially either through station talent, artists or any local or national influencers that have a loyal following.
Kobe, WZNE: By realizing our brands are more about the music we play. We’re on TikTok, we know the trends, the songs, the lingo they use on social media. We need to be where they spend their free time. Randi West, WRMF: Create a TikTok. You have to be in tune and in touch with TikTok.
Lee Abrams MediaVisions: Unless you’re dominant, I would blow up the playbook. We live in a new world and radio is becoming less of a part of it, out of sync with the vibe of the new mainstream, and using a dated programming model. Radical reimagination that is cool on 2021 rather than 1995 terms. |
Rick Vaughn, KENZ: Put everything you do through the target filter. Obviously, if you don’t want 12-24-year-olds, target whomever your target is. Or just don’t target anyone in particular because you know best.
Brian Mack, WXXL: Be where they are. I look at us more as a brand than a radio station and that’s how I communicate to my talent. I’m not concerned about your air- shifts, I’m more concerned that you’re nowhere outside of XL106.7. That demo doesn’t come to 106.7, you need to bring them here. Adam Rivers, WKCI: Act with the swagger of a #1 station for music and fun! Guy Zapoleon, Zapoleon Consulting: Easy answer: target their music more. But is that at the risk of losing 25+ who are more loyal to radio? Radio’s challenge is that 50% of Gen Z’ers are fans of streaming services as their first choice of music. The Jacobs Techsurvey shows 68% of Gen X and millennials use streaming services. The other big takeaway was that 61% of radio users come there for the personalities first. It’s more than just the music. Finding and developing great personalities in all dayparts for all demos continues to be essential for survival. If radio wants this demo to listen more it needs to encourage personalities to adopt a visual factor to their live shows, adding some of the fun and visual components of TikTok as well as live guests and listeners taking part in the fun. As COVID precautions begin to fade, it’ll be more critical than ever to make up for a lost 2020 by getting out in person to engage listeners in fun events and doing more charitable outreach. Social media has to be a constant and real-time priority. Both forms of engagement are essential to form an emotional “friend on the radio” connection with all listeners, not just 12-24-year-olds. Max Volume, KOZZ: Post a video of them “bobbing for French fries” right out of the fryer on TikTok… |
Bartel, WKTU: Really keep a close eye on what’s happening in the world and pop culture and follow their lead wherever the conversations may lead and stay open minded. Jana Sutter, WXXL: You have to use social media to reach them and then you need to use messaging through benchmark contests, prizes and content to try and pull them in.
Buster Satterfield, WIOQ: Getting back in the community and showing why they should even care about your brand.
Java Joel, Javajoelmurphy@gmail.com: Stop playing recurrents in between all the hot shit. Kills the momentum. All currents, all passion records. Stop dayparting so much. Watch local consumption. Play more new music. Don’t give “core artists” the benefit of the doubt. “Sucker” and “Dancing With A Stranger” ain’t COOL anymore. I don’t care how much they test. Super-serve the young end and the upper end will appreciate you even more for making them feel young again. Jammer, WEZB: Keep playing the hottest hits and have fun! |
Jonathan Shuford, WRVW: Part of it is playing the right music for them. There’s definitely a disconnect between what 25-year-olds listen to and what 16-year-olds listen to. You need to find the right place to play the right music, whether it’s a big TikTok record or a big Hip-Hop record. Also we have to get back to some of the old-school stuff we used to do like being at high school football games, bringing high school kids into the studio and let them shout-out their friends, engaging with them with social media. We need to put pour brands in front of them as much as possible.
Bob Patrick, WXLK: Keep playing the hits and cash giveaways. Create interactive and exciting promotions that they can’t get from just streaming music.
Joey Brooks, WKSS: It’s a major challenge. You have to be where they live on social media platforms and offer strong content and incentives to engage the station. We try to stay on top of the right active TikTok and streaming songs as well. It’s very trendy, so you have to be selective.
Matt Johnson, WPLW: I think this is the most critical issue we face today. It’s a very difficult challenge. I believe marketing is part of the solution, but not traditional marketing. It has to be on some other levels, whether it’s getting in their feed and getting in their face by connecting with them in the streets, community and social platforms. There’s no easy answer, but we have to reconcile this issue.
Toby Knapp, WASH: Spend a week consuming content the way they do, on the platforms they do – and not on the platforms we think or are told they do… but, consume the content… the way this demo does… and let it change the way you think.
Mike McVay, McVay Media: If I were programming a 12-24 targeted Pop station today, I’d strive to sound like TikTok. Lots of up-tempo, fun, entertaining songs, back-to-back. My imaging would be accelerated and high energy. All messaging would be tight and to the point. My air talent would be enthusiastic, up-tempo, and sound like normal people. We all have that one friend that speaks too fast, is caffeinated and is a close talker. That is THE person I want to be on the air after the morning show.
Jeff Hurley, iHeartMedia: We should look at TikTok influencers as a pool of talent.Next Week’s Question Of The Week:
Should Zoom/Microsoft-Teams virtual meetings/events continue out of the pandemic period,
and what are the pros of keeping them in the plan?
e-Mail your responses to: jodorisio@deanemediasolutions.com or bburke@deanemediasolutions.com
