Larry Rosin (pictured) and Megan Lazovick of Edison Research presented detailed information about the Country radio listener at CRS yesterday in an "Ethnographic Study." Lazovick went out across the country and spent days with listeners, observing how they consume music and what the country music format means to them. In addition to reinforcing the fact that Country music songs make an emotional connection with the listener, Edison uncovered more details about how consumers take in their audio entertainment. And, it's all about the path of least resistance. If consumers are in their automobiles, the radio is a very easy selection. If they are in their homes however, radio is facing many more challenges. Listen to our interview with Rosin and Lazovick about this project HERE
Among the study’s key findings were:
- Radio’s competition is no longer only between stations. The fight today is against all of the other media: Television(outlets like CMT/GAC/TCN), YouTube, Pandora, and even personal mobile devices.
- People are choosing to listen to the device that presents the path of least resistance. In the car, that remains radio. At home or in the workplace, there is a much more competitive situation: television, in particular, at home and the Internet at work.
- If one listens to radio today, it is often devoid of emotion. And yet when you talk to people in their homes, they place the emphasis on the emotions that country music elicits.
- One of the challenges that Radio faces is the fact that country fans don’t spontaneously equate country music strictly to country radio like the used to. This poses a challenge to radio provide talented DJs/hosts to guide the listeners in a more personal manner.