The best performers in any industry will use the old adage, “Just give me a shot.” The audience, based on these numbers, is doing that. What are you doing with that shot?
AM/FM radio has 69% of all time spent listening to news audio content. If you want to reach a news audience and you're not on news radio, you're doing your client or company a disservice.
It's not always about what might get you the points in that moment. It's sometimes about the bigger picture that can win you the game, not necessarily what puts you in the lead in the second quarter.
In an industry that needs to evolve rapidly, we can either learn the skill sets necessary to move the business forward or die on the vine and then go to social media to complain about the industry.
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."