This time we welcome Larry Rosin, President of Edison Research and a pioneer in media and consumer insights. With over three decades of experience, Larry has shaped the audio industry’s understanding of audience behavior through groundbreaking studies like The Infinite Dial and Share of Ear. These reports spotlight the rapid changes reshaping radio, podcasting, streaming, and digital audio.

As colleagues and peers see their positions eliminated in the face of industry upheaval, the time to innovate is now.

Fortunately, Larry brings us a POTENTIALLY OPTIMISTIC message: 53% of Americans aged 13-34 still listen to radio daily, proving its enduring relevance—but ONLY if the industry evolves. As layoffs and shrinking budgets threaten stations nationwide, radio is at a pivotal moment. Larry stresses that adapting to today’s digital realities isn’t optional—it’s survival.

Drawing on Edison's findings Larry outlines the urgent steps radio must take to remain competitive. He explains why the industry must fully embrace digital platforms, prioritize seamless user experiences, and focus on live, local content that audiences can’t find elsewhere. From optimizing over-the-air and streaming integration to addressing ad loads that drive listeners away, Larry offers a practical roadmap for success.

He also highlights podcasting as a major growth opportunity and stresses the importance of adapting to the evolving mediascape, where smartphones and on-demand options dominate. For radio to thrive, leaders must recognize the shift and act decisively.

This episode isn’t just informative—it’s a call to action. Radio has the tools to succeed, but survival hinges on understanding and implementing the key strategies Larry shares.

Learn where radio stands, what it must do to adapt, and how to secure its future in a fast-changing world.

***This Time We’ll Learn:

[02:01] Why Larry says ‘dipping a toe’ into digital is no longer enough for radio’s survival…or YOURS! 

[05:15] How the explosion of smartphones and new platforms has transformed audio consumption forever. 

[09:00] Why compelling content—not just convenience—is critical for radio’s dominance in the car. 

[14:00] How research proves LIVE and LOCAL radio can seize more than just breaking news opportunities to stay relevant. 

[16:26] Why radio’s unmatched reach makes it a cornerstone of ad-supported audio. 

One Minute Martinizing Dave Martin explores WHAT's NEXT?

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