Radio and the War for Attention: It's Not Looking Good

From Mark Ramsay's blog:

Put these pieces together:

First, Arbitron/Edison’s Infinite Dial study shows 30% year-over–year growth in the online radio audience (a large number, but not at all surprising to anyone paying close attention).  Attention spreading.

Second, a small study reported in Ad Age indicated that young consumers switch media 27 times in an hour.  ”What they are looking for is engaging content, and they dismiss so much stuff,” said Dan Albert, senior VP-media director at Chicago’s MARC USA agency.  Innerscope Research CEO Carl Marci: “The target has become faster, and the window of opportunity for capturing them has become smaller.”  Attention spreading.

The key for radio isn’t to imagine a world that needs more radio, it’s to imagine a world that needs more compelling content and more ways to play with that content across each consumer’s social graph.

Once again, the question is "Is traditional radio paying attention to what's happening with media consumers?" Read the rest here.