Radio Listeners Chew Gum and Walk

We often talk about people listening to radio. But perhaps we should also consider what else they are doing.

57% of people surveyed said that while listening to radio, they also go online. (Guilty!)

47% of people surveyed said that while listening to radio, they also read the newspaper (If magazines count: Guilty).

That’s our reality. How can we deal with it?

Online:

It seems like we ought to be acknowledging this more on-air. But be careful, this is a cume phenomenon, not a quarter-hour one. That is, people use the Net while listening, but for many, it is only occasionally.  But even those people are probably using email.

Key question: How can you be more interactive?

Newspaper:

We have opportunities to point out how much more responsive we are. For almost any content, we are able to say things like “What you probably haven’t read…” or, for news: “Since the papers were printed…” Be creative.