Here’s an interesting statistic for you to chew on: in the U.S., Millennials plus Generations A and Z make up 58% of all people in the country. The remaining 42% – the minority – is made up of Generation X, Baby Boomers, and the Silent Generation.
I mention this because, according to Evan Shapiro, known as the Cartographer of the Media Universe, this creates two very distinct media ecosystems: one for Gen X and older and a distinctly different one for Millennials and younger.
In an article on his Media War and Peace Substack, Shapiro explores the differences. Pointing out that both groups pursue the same sorts of content, what differs is how they want to consume it.
If you aren’t familiar with Shapiro, like I wasn’t until this week, he is currently the head of ESHAP. A change agency that offers partners media insights and strategy. He has a long history in media, including running TV Networks, launching streaming platforms, producing Portlandia, winning an Emmy and two Peabody awards, and much more.
I was intrigued by his concept of a generational divide in media consumption, but his post primarily focused on video streaming. Luckily, he was kind enough to share a few thoughts with me about where audio and radio fit into the two different media landscapes and how to best take advantage of each.
MS: Your column is primarily about television. What can you share about music consumption and, more specifically, radio consumption differences?
ES: The divide is similarly pronounced in audio, except for podcasting. Radio attracts older generations while music streaming brings in the younger two.
MS: Classic Rock currently focuses on Rock music from the late sixties to the mid-nineties. Should we strategize about how to attract Millennials and Generations Z and A, or are they simply out of reach?
ES: All the research I’ve seen shows that the platform dictates the audience more than content. Many Gen Z and Millennials love seventies rock. But they watch/listen to it on Vevo or YouTube Music.
MS: If the consumption of Classic Rock is there with younger generations, how can Classic Rock outlets that have specialized in this music for years capitalize on that popularity?
ES: Play where the audiences are social video and media. Think about extensions like newsletters and podcasts about the artists and the music. Think about live shows. Gen Z and Millennials are three times as likely to go to live shows this summer than Gen X and Boomers. Create community, not audience.
MS: Classic Rock stations have been slowly embracing music from the ‘90s. Should they just embrace anything that was released in the formative years for Gen X through the Baby Boomers, since that’s the demographic that exists together in a media ecosphere, or do you see a dividing line between music that came out pre- and post-Gen X?
ES: Build your business around your best customers. In the user-centric era, the currency is not reach, it’s love. Cater to the fans who love your stuff, and their passion will fuel your flywheel.
That’s a lot of good advice packed into just a few short answers. Here are my two main takeaways:
Let’s stop arguing specifically about the introduction of music from the nineties and focus more on playing the music that our listeners love.
It’s time to start thinking strategically about using digital assets to reach younger audiences.
We have the expertise and the reputation. We need to figure out how to get our content to Millennials and Gen Z. Radio may not be able to jump the generational divide, but Classic Rock can.
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Mike Stern is a Classic Rock columnist for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
