When asked why they listen to local radio, 40% of those aged 18-34 said that local content is the key reason. That's higher than the overall level (30%) and the 55+ crowd (20%).
"I joined up and started doing play-by-play, and that was really what attracted me to radio in the first place ... My grades were terrible. I needed some new direction, and radio really wound up throwing me a career lifeline."
"The conversation becomes even simpler if you simply have unsold inventory on the books that's already going unsold. Might as well turn that into serious revenue."