This is excerpted from today's post at NuVooDoo Media written by president Carolyn Gilbert. You can read the whole thing from the beginning here, but I'm going to skip to the part of the post that bothers me.
We are not concerned with, and have never focused on, folks who are no longer regular Radio listeners. We are concerned with nurturing and growing the listenership of pre-existing listeners. Those who still use radio at least 15 minutes a day. And that audience is still very much ours. They like us. They listen to us. They are, so far, showing no signs of flight. They are ours to protect or lose.
The best defense here is a good offense. The more we can promote and position Radio as a sexy and desirable set of digital options, the more we will pre-empt insurgents. Meanwhile, if we do not successfully pull off that perceptual transformation, we will leave a vacuum in the desirable-digital space. And then, just as they are converting everything else to digital, listeners will flee us for something new and sexy. So: are you positioning your stations as digitally-new-and-sexy enough?
I'm a little confused about what's being advocated here. Is she saying that the radio industry should be focussed on doing traditional radio via AM and FM? Or is she saying that the radio industry needs to grow along with the new digital technlogies?
I hope it's the latter. And why shouldn't the industry go after former radio listeners? Why not try to repatriate them with new and sexy options?