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Sunday, October 19, 2014

Rosin: Radio Needs To Do A Better Job With Traffic


Edison Research President Larry Rosin's presentation on Day 2 of DASH in Detroit was called "The Future of Traffic Information." Traffic is such a big part of what consumers expect from their audio source in the automobile and Rosin said broadcasters need to make their traffic reports relevant again. The Edison research on traffic found that 84 percent of mobile users studied seek out traffic information, but only 30 percent get that information from AM/FM radio. But there's more...

Rosin said every traffic report seems the same. "Many people complain that traffic reports are the same every single day of the year." Another important note about traffic. If you are not aware of the app Waze yet, you may want to check it out. It mixes the smartphone with social media, crowdsourcing traffic information, and Millennials love it. Rosin challenged stations to ?take a hard look at the check you?re cashing for traffic reports.?

(10/17/2014 4:17:26 PM)
Clearly why I would never use Rosin and his "quote" research company. In fact, it boggles my mind how statistics and data are thrown around at conventions and at the Dash meeting that are never challenged or verified. So many times common sense would invalidate some of the bad information. But hey, It's research so it must be true. Surely these companies don't have an alternate motivations. Surely not.
(10/17/2014 10:18:43 AM)
I agree with Art. Although the internet and social media are available to most of us, there are still large chunks of the US without them. These are mostly rural, mostly poor areas that don't have cell service or internet access because of terrain and/or economics. Some schools may have automated systems that contact parents in emergencies, but not all do. Radio still plays a key role for news and information in these areas. Would you rather have your listeners go elsewhere for it?
(10/17/2014 8:17:58 AM)
Who is this person? Clearly, he has never participated in radio outside the Top25 markets.
He thinks we need more traffic information, but school closings should be dropped.
I can see his logic in a Top25 market, but radio exists in small markets, too.
In small market radio (100+), traffic is barely (or not) a factor. But, being connected to the community IS. School closings are vital in smaller markets. Being the 'informer' in a small market is part of our branding.

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