Public Radio Exchange

The Millennials & GPRX on RadioMagOnline

Jones posted on Wednesday, October 29th, 2008 | Blog, PRX in the News

The Millennials, that generation that grew up around the turn of the 21st century, have a whole different way of looking at the media. So how does radio connect with a generation that, as Matt Terrell writes in Reaching Millennials, is “no longer constrained to listen to whatever is on at the moment; we have audio at our fingertips — it is searchable, fast-forwardable, and subject to our whims?”

A former member of the Generation PRX Youth Editorial Board and producer leader at Savannah College of Art and Design’s SCAD Radio, Matt has insight into who’s reaching Millennials and valuable advice on how to do it. The vanguard case studies? NPR’s Next Generation Radio, PRX, GPRX and SCADRadio.org

“If you want to use new media tools and social networks, you have to respect them as the tools for social change and interaction like their Millennial creators view them. It’s a very common theme in new media research that users (especially Millennials) can sense a fakeness and distrust people who don’t use these tools in the right ways. The right way involves using the tools primarily for social uses rather than professional, and keeping a personal tone to created profiles and sites.”

Whether you’re i.m.ing six other people while you’re reading this, or still trying to figure out what i.m. is – Reaching Millennials on Radiomagonline is excellent food for thought.

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