7/8/13: RAIN Summit presentation to demonstrate desirability of Net radio listeners to advertisers

Paul Maloney
July 8, 2013 - 12:45pm

Research firm GroupM Next says its latest data shows Internet radio listeners are younger, more affluent, listen in more places, and are more open and responsive to ads (on online radio) than those who listen mainly to AM/FM. Two GroupM Next executives will present this data at RAIN Summit Orlando on September 17.

We reported on the new GroupM Next whitepaper called "The Internet Radio Marketplace: Who Listens, Where, and Why You Should Care" last month in RAIN here.

Jesse Wolfersberger (right), who is Director, Consumer Insights will be joined by insights team manager Steve Sherfy (left) at RAIN Summit Orlando. They plan to address the future of streaming radio, consumer behavior, and implications for brands from the advertising agency perspective, and include recommendations on ways that streaming content providers can optimize the opportunity for advertisers.

RAIN Summit Orlando is this year's RAIN Summits fall event, and an official partner event to The Radio Show produced by the NAB and RAB. RAIN Summit Orlando begins at noon on Tuesday September 17 at the Rosen Shingle Creek Resort. Entercom Communications president and CEO David Field will make a keynote presentation.

Paul Maloney
July 8, 2013 - 12:45pm

Blogger Jenna Wortham, writing for The New York Times' Digital Diary, has apparently discovered radio.

After years with an iPod and streaming music, she's (re)disovering how radio can be "fun and communal in a way that streaming music hasn't been in years." Naturally, to feed her new hunger for radio, she downloading apps!

"The appeal of the radio isn’t the music selection," Wortham wrote. Rather, "it’s the human element that draws me in, knowing that someone is selecting songs for you."

It's a strength broadcasters often tout -- the sense of community local radio can create. The core of digital services' strength, the very "solution to the problem," is to make music and radio personal. You needn't suffer lowest-common-denominator programming, because digital technology can make something intended solely for you and enjoyed solely by you. (Certainly services have social elements and "crowd wisdom" features, but these are ultimately intended to enhance the signular listening experience.)

Could digital music services' customization of programming really amount to isolation, and thus be not a feature but a flaw? Do digital services need to address "the communal experience of listening to music together" (as Wortham describes it)?

Read more in The New York Times' Bits here.