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Listen to your listeners

Listening to the radio whilst interacting online has become the "new normal" for audiences across Europe. But broadcasters now need to tap into that social interaction in order to get to know their listeners, says Jason Brownie, Founder of Dollywagon Media.

Brownie thinks that listening research collected via social media has big advantages, in comparison to the better-known standard research of the past. This is due to its spontaneous, authentic and direct nature. 
You find out what audiences are doing in their daily lives via social media - what they like, what's their taste in music, where they are going etc. And in reverse, social media interaction also reveals the DNA of a radio station. 
When broadcasters use Facebook and Twitter, taking in requests, listeners feel included – it's a direct channel of communication to the studio. And, as Brownie points out, most of the time when your listeners are listening to you, social media gives you a chance to tell them: we're listening to you, too.

Listen to Jason Brownie:

As for listening attention, Peter Niegel, Media Analyst, and Dennis Christensen, Audience Researcher, both monitor radio audiences. The result of their work concludes that as a radio programmer you can guarantee only four minutes of focused attention from a listener. 
This doesn't have anything to do with the quality of the programme. Instead it is basic human neurology, as Christensen explains. If broadcasters do longer segments of audio content then they have to find ways of reengaging the listener. Christensen and Niegel suggest some sort of signal. One way might be to use the method employed by Dan Brown, an author who writes a short cliffhanger at the bottom of every second page.

Listen to Niegel and Christensen