“In the 30-page report, Larry Miller argues that traditional radio has failed to engage with Generation Z — people born after 1995 — and that its influence and relevance will continue to be subsumed by digital services unless it upgrades. Key points made in the study include:
“*Generation Z, which is projected to account for 40% of all consumers in the U.S. by 2020, shows little interest in traditional media, including radio, having grown up in an on-demand digital environment.” — Jem Aswad
Precisely zip is surprising about this report. What’s surprising is that radio stations have done so little to try to stay relevant to people under 30. The worst part is that there’s probably nothing they can do.