Bridge Ratings head Dave Van Dyke has a good blog to which I subscribe via RSS and from which I occasionally quote, but I can't find such a feed for the company's main site. That's too bad, because on those occasions when I remember to check it, I usually find something helpful, such as the subject of this post. Add a feed, please.
From the press release (click for larger image):
... It is no longer a world of mass media but rather it is a world of communities of customers and consumers. In an attempt to keep up with the changing world that the Internet has brought, the media world has embraced such things as websites to reach their customers, but it isn't enough. Consumers have gravitated to social media and that is where Influence is finding a significant home. ¶ Influencers or Influentials are a group of very active consumers involved in "conversation marketing" where word-of-mouth is becoming a significant power in spreading dialog with customers, listeners and viewers. It means creating a conversation with your consumers in which useful information is exchanged so that both parties benefit from the relationship. ...
... In the face of technology and a changing consumer experience, the term "radio" now covers not only traditional radio (AM/FM) but also all those digital audio entertainment media that compete with terrestrial radio: Satellite radio, Internet radio, Podcasting, digital music players - even cell phones. ¶ And because the landscape is changing so quickly and shifting in ways never before expected, radio of all colors and those that advertise on those platforms, must address the problem of audience "scatter" (See Bridge Ratings study #755), i.e. audiences are moving in multiple media dimensions and capturing their attention requires more skill than ever before. ¶ This is where the Influentials come in. This is the subset of consumer experience which radio must attract. ...
... Among the questions, we asked about the role of traditional radio in their futures. 46% thought it was "Very important" for traditional radio to change with more relatable content. Adding "Somewhat Important" brought the score to 77%. ¶ Only 11% thought it was "Very Important" for traditional radio to remain the same as it is today. An additional 18% thought it was "Somewhat Important". By this panel of Influentials of all ages, traditional radio has some work to do if it is to remain relevant in the near future. ...
Link: Bridge Ratings. --Dennis
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