What do those much-buzzed-about Millennials want out of terrestrial radio? According to USC professor Jerry Del Colliano, they want freeform song selection and fewer, “better” advertisements with live reads by the DJs. So, in other words, they want to listen to college radio. Or, uh, no corporate radio at all. [INSIDE MUSIC MEDIA via Maria and Spinning Indie]
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People like live ad reads? I mean the quality obviously varies from DJ to DJ, but most of the time I cringe when an on-air personality suddenly cuts into their own casual patter with a canned endorsement pitch.
Man: How many of you kids would like Itchy & Scratchy to deal with real-life problems, like the ones you face every day?
Kids: [clamoring] Oh, yeah! I would! Great idea! Yeah, that’s it!
Man: And who would like to see them do just the opposite — getting into far-out situations involving robots and magic powers?
Kids: [clamoring] Me! Yeah! Oh, cool! Yeah, that’s what I want!
Man: So, you want a realistic, down-to-earth show… that’s completely off-the-wall and swarming with magic robots?
Kids: [All agreeing, quieter this time]
Milhouse: And also, you should win things by watching.
@Chris Molanphy: Hahaha, excellent.
As one of those “so-called millenials” who helps run a college radio station, where does this put me?
This one wants the last one… I don’t know how to react to DJs anymore.
Wow - that’s what paying for a USC education gets you - a professor stating the obvious.
I think what they really, really want is weather and traffic “on the eights.”
Live ad reads are great, but I maintain that WPRB’s recorded advertisements are the best.