WILL ROCK RADIO SURVIVE?

In today’s RAIN newletter there is a report from last week’s Radio & Records Convention adressing the question: "How does rock radio address its core demo’s eager adoption of a "new media" lifestyle?"

"Discussion during both the alt-rock "New Media: Alternative Choices For Survival" and the active rock "Active Rock: Between A Rock And A Hard Place" panels seemed to point to the idea that the Internet has become more effective than terrestrial radio in catering to the passions of young rock listeners."

"Jack Isquith of AOL Music told the alternative panel, "Radio has ignored people under 30 for the last 10 to 15 years." Explaining how radio may not be a primary new music source for the younger demo, he said, "Songs are also breaking out of TV commercials and from films…"

"Meanwhile, moderating the active rock session, WAAF/Boston PD Keith Hastings said, "Rock radio sucks. We’re getting our a—s kicked by iPods. Where did all this s–t come from?" Reprise‘s Raymond McGlamery thought the problem may be the format’s lack of support for new music. "If a kid is on the Internet and finds out there’s a new Disturbed song out, and you’re not playing it, why would they want to listen to you?"

"Looking to solutions, XM Satellite Radio‘s Lee Abrams suggested to the alternative panel that the key lies in content. "You need to stay aggressive in order to keep things fresh," he said…"