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25% of Women Say Radio Doesn't Understand Them
RADIO ONLINE | Thursday, July 15, 2010 |
A study released by Alan Burns and Associates on Thursday shows that one-quarter of all women who listen to CHR or AC radio outlets feel like there's no station in their market that sounds like it really understands them. Two thirds of the women who say there's no station that 'gets' them are listening to radio less as a result.
"And that leads to erosion in radio usage," said CEO Alan Burns. "Two thirds of the women who say there's no radio station that 'gets' them are listening to radio less as a result. Either their interests and values have changed, and radio hasn't kept up -- or radio has changed in ways they don't appreciate," added Burns.
Burns will reveal more details in this study of female radio listeners in a series of four webinars beginning Thursday and presented by DMR. Over 2000 female listeners to AC and CHR stations were interviewed regarding their attitudes toward and usage of radio, digital and social media and their own personal priorities.
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