Recent research projects point to a disturbing trend. Radio listeners are breaking up with radio shows. They’re not running away from the medium. They still like the radio, though they do not listen as much as they did in the past. Instead, they’re finding other things that understand them better, deliver more perceived value, and excite them more. There are many reasons, some of which are explained here.
So, what can a radio personality do? You can’t match Spotify or Apple Music’s customization options, and there are millions of podcasts appealing to specific interests that don’t make sense for radio brands. However, it is possible to be more aware of the listener’s experience.
How To Stop Listeners From Breaking Up With You
A big mistake is personalities who come across as self-absorbed, talking about themselves rather than performing in the listener’s world. Most women can tell at least one story about a date when a misguided guy talks about how wonderful he is. Telling her how great you are doesn’t allow her to experience your personality.
This is why many consumers reject advertising messages. Watch this video of a woman breaking up with an advertiser and imagine the guy is a radio personality:
