How Talk Radio Can Attract Millennials (1/4): Intro

My day job is listed on my Twitter account as “Marketing Director at the Renton Printery.”

My family’s print shop is a brick-and-mortar, blue collar establishment.

To while away the countless hours working on the machines, starring at computers, or even sitting at desks occasionally, we listen to a lot of talk radio.

I’m generally fine with talk radio, even though I don’t usually tune in outside of the shop.

I have a short commute and don’t drive much, so that nixes opportunities to listen to full broadcasts of Rush or The Great One.

The point here is that without a lot of Millennials tuning in with our smartphone apps that can stream radio and podcasts whenever we want, older talk stations are missing out on a sizable chunk of listeners.

Meanwhile, their primary audience, the older folks who crew the shop where I work, are slowly shrinking in numbers and influence.

Thus, the only advertisers interested in leasing airtime on talk radio are peddlers of mattresses and men’s health products.

This is The Problem.

The other day, the Marketing Guy-half of my brain sat down with the half of my brain that was listening to Michael Medved and put together a thought:

“There must got to be a way to get more people my age to listen to talk radio! I like it just fine when it’s convenient, so there must be others like me who think the same.”

Enter The Campaign.

I began constructing in my head what it would take for my local talk radio station to make me, a representative of a sought-after target demographic, want to go out of my way to listen to their programming.

The goal of this series is to explain the current marketing funk that conservative talk radio has found itself in, how it might lure a new demographic into its audience, and what the benefits of such a circumstance could be.

Talk radio’s listener base has few young people in its audience, myself included. But with a targeted marketing campaign tailored to millennials, new life could be breathed into it, leading to The Reward.

Stay tuned for the next installment of this series, in which we discuss The Problem.

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