State of Da Yutes

August 7, 2006

By way of Seth Godin comes this LA Times article about radio’s criminally ignored demo – the “12-24” folk and how readily they divide their attention.

a large majority of the 12- to 24-year-olds surveyed are bored with their entertainment choices some or most of the time, and a substantial minority think that even in a kajillion-channel universe, they don’t have nearly enough options.

“I feel bored like all the time, ’cause there is like nothing to do,” said Shannon Carlson, 13, of Warren, Ohio, a respondent who has an array of gadgets, equipment and entertainment options at her disposal but can’t ward off ennui.

Some “good news” for radio

respondents say that traditional sources such as television advertising and radio airplay still tend to drive their decisions about movies and music more than online networking sites.

But then there’s this-

Nathaniel Johnson, a 17-year-old senior at Claremont High School who took part in the survey, spoke for the 62% of boys in his age group who like to multi-task.

He’s a big fan of what the computer allows him to do: “You can open five or six programs simultaneously: work on a project, type a report, watch YouTube, check e-mail and watch a movie.” 

:30’s and :60’s probably won’t get much traction there.

As Seth says in his post –

“If you’re busy marketing like you’ve got my attention, you’ve already made a huge mistake.”

On multi-tasking –

Young people multi-task, they say, because they are too busy to do only one thing at a time, because they need something to do during commercials or, for most (including 64% of girls 12 to 14), it’s boring to do just one thing at a time.

Radio is already largely background even for most adults.

I wonder what this generation mulit-tasking is going to do to the value of a radio spot.

“I think there is more media gratification that younger people feel entitled to,” said Jordan Levin,  a partner in Generate, an entertainment company whose programs, thanks to an exclusive deal with MTV Networks, will be seen on television, cellphones and the Internet.

Kids, Levin said, “have grown up in an environment where they expect to get what they want, where they want it, when they want it.”

So many lessons here – main one – get off your DEVICE!  Free your content from your device.  The more devices your content can float between – the better.I’m also wondering if the very notion of “time spent LISTENING” is even accurate moving forward.  Certainly people LISTEN to radio – but most simply HEAR radio.   Is that what we’re selling?  Is that enough?