Wednesday, December 1, 2010 | Edited by Daniel Moores
Digging Into the Edison Youth Study

A follow-up to Edison Research's landmark 2000 study on the media habits of 12-24 year olds reveals that America's youth are still very much in tune with Radio, despite living in a gadget-filled world where media is increasingly pulled and not pushed. While challenged by a proliferation of alternative media choices, Radio continues to play an important role in the lives of the 12-24 population.

-- 80.2% of 12-24 year-olds listen to AM/FM Radio to hear their favorite songs;
-- 71.9% listen to learn about new songs;
-- 66.0% listen to find out what the popular songs are

Radio is the leading source for new music discovery among 12-24 year-olds.
  • 88.2% discover new music listening to the radio (50.6% frequently; 37.6% sometimes)
  • 72.2% -- YouTube
  • 64.7% -- Music featured on TV shows
  • 61.7% -- Music video channels
  • 58.8% -- Social networking sites (MySpace, Facebook)
  • 41.6% -- Internet radio stations (Pandora, Last.fm, Yahoo Music)
  • 35.7% -- streaming AM/FM radio online
Radio is also the top medium to first hear about upcoming concerts (which respondents attended), at 16.9% -- far ahead of #2 social network sites (10.2%). Word-of mouth (friends, family, coworkers) are the leading source of news about concerts, at 43.5%.

Including AM/FM Radio, streamed AM/FM, and Internet-only stations, 12-24s spend over 1 day per week (24 Hours 23 Minutes) listening to Radio. Among this age group, online delivery is the preferred method:

Hours/Minutes per week:
AM/FM Radio/Streamed AM/FM Radio: 10:15
Internet-only Radio:
Pandora
Other
6:53
7:15
Total Radio Listening: 24:23


The average household with a member in the 12-24 age group has 3 Radios (not including Radios in vehicles driven by the household).

Nearly half (46.7%) of 12-24s listen to radio in places other than the car. One-third agreed somewhat to the statement that they listen to AM/FM Radio only in their cars, with another 20% agreeing strongly that in-car listening is their only venue for AM/FM tune-in.

"We were pleased to have Edison Research findings revealed at the Radio Show, and excited about the continuing prominence of over-the-air radio in the lives of 12-24 year olds," stated Jeff Haley, President and CEO of the Radio Advertising Bureau. "Radio retains its position as the number one source of music discovery and its leadership in time spent with all forms of audio entertainment. The Edison study highlights important trends in social media and new forms of audio that I'm confident will be a source of inspiration and innovation by smart broadcasters everywhere."

(Source: From the American Youth Study 2010, by Edison Research, 09/29/10)
Legacy Campaign Takes on Secondhand Smoke

The Legacy Foundation is confronting the issue of secondhand smoke as a workplace hazard with a campaign tied to Lung Cancer Awareness Month.

The campaign, via Boston-based Arnold Worldwide, which also did Legacy's "Truth" campaign, spotlights the pulmonary hazards of working in the restaurant and bar industries. It does so with ironic ads that apply clichés about quitting smoking with the exigencies of work. The new spots -- three print and two radio -- reiterate how many workers who need a job simply have no choice in the matter.

The effort elaborates on the 2006 Surgeon General's Report that shows there are no safe levels of secondhand smoke, and that service workers exposed to it have a 50% increased risk of lung cancer.

Although there are places like New York, which has banned smoking in restaurants and bars, Cheryl G. Healton, president and CEO of Legacy, says 37% of the bar-working population doesn't have that luxury. Like 26% of restaurant workers in the U.S., they work in regions where there are no local and state clean indoor air laws.

The print ads show waitresses and copy says things like, "I've tried everything to stop secondhand smoking, but I'm addicted to paying rent."

One of the ironic radio ads, parodying military-service pitches, "recruits" adventurous types to work in restaurants and bars in which people can light up. The voiceover calls for daring types who want more than just a job -- people with a "pinch of adrenaline and a dash of people skills" to apply at fictive Grandma Minnie's Riverside Café.

The spot concludes with the fact that 50,000 people die each year from secondhand smoke in the United States, making working in bars and restaurants dangerous. It then asks smokers to take it outside. The ads exhort restaurants and bars not to "make your waitresses choose between their health and their paycheck."

The print ads feature people of color as well, and the campaign makes the point that getting lung cancer by taking orders is not an equal-opportunity risk. The campaign says nearly 85% of all white-collar workers report working under smoke-free policies in their workplaces versus 75% of all service workers and 63% of blue-collar workers. The effort also points out that most wait staff is made up of women.

The U.S. Department of Health and Human Services is hoping to put more prominent labels on cigarette packs than the small, effectively invisible rectangular text warnings on the side of cigarette packs. The goal is to reduce smoking to 12% of the population by 2020. In the United States, 23.1% of men smoke and 18.3% of women are smokers.

The agency recently proposed a new rule that would require prominent -- and graphic -- color photos and warning statements to dissuade young smokers. It says the new graphic warnings cover much of the front of cigarette packs. The images would be hard to bear: intra-surgical "in vivo" shots of pulmonary malignancies, gross tumors, diseased lungs, and even a corpse who has passed away from lung cancer.

Legacy says data show that the rate of decline in youth and adult smoking has stalled and that 80% of current smokers tried their first cigarettes before they graduated high school.

Julie Cartwright, SVP of communications for the Legacy Foundation, says this is not the first secondhand smoke campaign from Legacy. She says the last was three years ago, a humorous campaign with a "don't pass gas" theme, directed by actor Jason Alexander.

(Source: Marketing Daily, 11/15/10)
Toyota 'Hearts' Radio

Toyota's trying something new with radio. The Torrance, Calif.-based automaker has signed with Clear Channel Radio's iheartradio to channel content to Toyota vehicles beginning next year. This is the first partnership Toyota is announcing for mobile application integration.

"Personalization is important to our customers. Delivering iheartradio in the vehicle will allow our owners to customize their drive-time experience", said Jon Bucci, vice president advanced technology, Toyota Motor Sales, in a statement.

The iheartradio platform lets listeners choose among hundreds of stations via mobile device linked by Bluetooth to in-vehicle audio.

(Source: Marketing Daily, 11/15/10)

Daily Sales Tip: Start With a Conversation, Not a Sales Pitch

When you call someone, never start out with a mini-presentation about yourself, your company and what you have to offer.

Instead, start with a conversational phrase that focuses on a specific problem that your product or service solves. For example, you might say, "I'm just calling to see if you are open to some different ideas related to preventing downtime across your computer network?"

Notice that you are not pitching your solution with this opening phrase. Instead, you're addressing a problem that, based on your experience in your field, you believe they might be having. If you don't know what problems your product or service solves, do a little research by asking your current customers why they purchased your solution.

Source: Sales consultant/speaker Ari Galper
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