Consultants Debate How to Lure Youth Back to Radio

How can the industry build the habit of using radio into today’s youth and reach 12 to 24 year olds before they become addicted to iPods?
Several programming consultants discussed those questions at Arbitron’s annual consultant meeting.
Carolyn Gilbert, president of Clear Channel’s Critical Mass Media, said that radio traditionally follows the money and targets older listeners.
Larry Rosin, of Edison Media Research, said radio hasn’t tried to reach 12 to 24-year-olds because it’s focused on the 25-54 demo.
“There’s so many places for them to go, I think we’re kind of screwed,” said Fred Jacobs, president of Jacobs Media. He warns that if radio doesn’t start attacking the problem, the industry will have a hard time attracting youth to work in the industry.
Rosin said Edison Media’s “30 Under 30” competition, reported here last week as his company’s efforts to find younger talent to work in all facets of radio, has received a “good response” with 150 nominations so far.