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ftm Radio Page - week ending April 5, 2019

Younger listeners almost not there at all
"going on for a long time"

Radio broadcasters have been pearl-clutching since the digital age began, vaguely reminiscent of industry-wide fears two generations ago that television would bring about the end. To stave off digital onslaught the accepted and popular solutions have concentrated on technologies of distribution; the Web, DAB and, now, smartphones.

Russians are turning away from radio listening, said a study from the Russian Public Opinion Research Center (WCIOM), quoted by news agency TASS (February 17). Just 48% report tuning-in, far from a decade ago (2009) when 63% were listening. The trend “has been going on for a long time,” said WCIOM general director Valery Fedorov, “but it is quite slow, and there is no reason to talk about the impending death of radio.” (See more about radio audience here)

Half of Russians (50%) don’t listen to radio at all, even more for 18 to 24 year olds - 69%. Most radio listeners are between 35 and 59 years, attributed by the analysts to automobile availability. Three-quarters (74%) of those surveyed listen for music - notably younger people - and 53% for news - notably older people. The Russian Federation being vast, regional variations are likely. (See more about media in the Russian Federation here)

Radio listening figures in Russia are only occasionally reported publicly. The Mediascope Radio Index, formerly provided by TNS Gallup, has measured radio listening in large cities since 2000. Only subscribing broadcasters are measured, not uncommon in many parts of the world.

Being new and different are always good branding propositions for radio broadcasters. Quasi-national hit music channel Novy (New) Radio presents itself, obviously, as new. Its recent promotional campaign uses the slogan “Super hits, Super new” to emphasize multi-media interactivity. “We study the interests of our audience and react to them on-the-air,” said program director Andrei Drozdov, quoted by Financial Gazeta (March 19). What people hear, then, is a work in progress. “Now it will be clearer to listeners what they will get if they turn on Novy Radio.”

Radio Page week ending March 29, 2019
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Radio Page week ending March 22, 2019
radio in Ireland, independent local radio, BAI

Radio Page week ending March 15, 2019
podcasts and podcasting, Spotify, Gimlet Media, Luminary, radio in Africa, radio in Nigeria, Jay FM, elections and media, radio in Russia, Ekho Moskvy, Gazprom Media

Radio Page week ending March 8, 2019
radio in France, CSA, DAB+, Air Zen, radio in Germany, consumer electronics, FM shut off, digital radio, radio in Switzerland, digital transition, music radio, Michael Jackson, NRK P1, BBC Radio 2, Spotify

Radio Page week ending March 1, 2019
radio in the UK, Global Radio, national radio brands, local media, Capital, Heart, Smooth, BBC Radio, media brands, DJs

Recently added radio audience figures and resources

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Europe's Radio - Southern Europe

Radio broadcasting in southern Europe ranges from highly developed to developing highly. Italian, Spanish and Portuguese radio is unique, creative and very popular. Radio in Croatia, Serbia and Greece has had ups and downs. The ftm Knowledge file includes Resources. 126 pages PDF (June 2015)

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Europe’s Radio – Northern Europe

Northern Europe’s radio has a very digital sound. And change is in the air. Economic challenges abound for both public and commercial broadcasters. The ftm Knowledge file reports on Denmark, Estonia, Finland, Iceland, Ireland, Latvia, Lithuania, Norway, Sweden and the UK. 144 pages PDF includes Resources (November 2012)

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The Six Radio Brands is about the uniquely European development of radio brands. Competition among broadcasters - and certainly between the public and commercial sectors - gives radio in Europe a rich dynamic. As consumers become more media-literate and demand more attachment broadcasters find target markets illusive.
Regulators, advertisers and broadcasters take turns trying to influence radio brands. Culture and technology makes an impact. More and more, the greatest influence comes from consumers.
The Six Radio Brands describes advantages and pit-falls of brand strategies, with illustrations from current radio practice.

100 pages. 2004

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