Radio has some problems. But you already know that. Today’s adults (millennials) didn’t grow up listening to the radio or reading newspapers. Their television viewing habits are different. That means broadcasters must learn new methods of reaching this generation to build a fan base. And one of the most important traits for gaining loyalty is to be authentic.

If you’ve followed this site for awhile, you know how much importance I put on having an authentic brand. Authenticity matters. And it matters even more with millennials.

Every radio station and each personality brand simply must demonstrate and communicate authentic values that stand for something.

This isn’t new, and it’s not unique to radio. But it’s more important is with this generation than any I’ve seen. And it demands a new approach to building and managing a brand.

Authentic Values Matter