{"id":2326,"date":"2026-09-01T13:31:00","date_gmt":"2026-09-01T13:31:00","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=2326"},"modified":"2026-09-11T13:55:15","modified_gmt":"2026-09-11T13:55:15","slug":"what-radio-listeners-really-want","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/why-radio\/what-radio-listeners-really-want\/","title":{"rendered":"Radio&#8217;s Secret Weapon is Still Human"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Coleman Insights recently sat down with ten radio listeners between the ages of 24 and 46 and asked what they like, dislike, and value about Radio.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ten people certainly&nbsp;don\u2019t&nbsp;represent&nbsp;200 million-plus weekly listeners. But what they said is worth paying attention to.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One word kept bubbling to the top:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Connection.<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They like Radio because&nbsp;it\u2019s&nbsp;easy. Turn it on. No&nbsp;searching. No scrolling. No deciding which of Spotify\u2019s millions of songs&nbsp;you\u2019re&nbsp;emotionally prepared for at 7:13 in the morning.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They appreciate&nbsp;hearing&nbsp;weather and traffic instead of looking at another screen. They like trivia, celebrity gossip, funny stories, everyday conversations, and hearing a song they forgot they loved.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Several said Radio also gives them an escape from the heavier stuff going on in the world.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There were complaints, too.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Song repetition? Every listener mentioned it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Too much heated political talk? A turnoff.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bad commercials? Yep.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One listener wished commercials \u201cgot a little help from the radio channel, because some of them just aren\u2019t that good.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ouch.<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Interestingly, listeners didn\u2019t say they hated commercials.&nbsp;One even said they liked them because they made Radio feel current.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s&nbsp;an important distinction:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>People&nbsp;don\u2019t&nbsp;necessarily hate advertising. They hate advertising that wastes their attention.<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then there was&nbsp;AI.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Listeners overwhelmingly preferred real human personalities.&nbsp;One liked hearing little imperfections\u2014even a cough\u2014because it proved somebody was actually there.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another said if Radio replaced its people with AI, \u201cat that point it\u2019s a streaming service.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exactly.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Radio&nbsp;doesn\u2019t&nbsp;beat Spotify by trying to become Spotify.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Radio wins by being what Spotify&nbsp;can\u2019t&nbsp;be:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Local. Live. Unexpected. Useful. Entertaining. And wonderfully human.<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now,&nbsp;I\u2019ll&nbsp;add&nbsp;one of&nbsp;my own Radio pet peeves.&nbsp;J&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some stations tease an interesting local story or fun fact\u2026 then say, \u201cFor the rest of the story, visit our website or app.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Just&nbsp;finish&nbsp;the story!&nbsp;I\u2019m&nbsp;listening right now!<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If&nbsp;I\u2019m&nbsp;driving,&nbsp;I\u2019m&nbsp;not going to remember to look it up later. And I&nbsp;probably don\u2019t&nbsp;want another reason to stare at&nbsp;a screen&nbsp;anyway.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You&nbsp;had&nbsp;my attention. Then you sent me somewhere else.&nbsp;How do you suppose listeners feel when that happens? What do they murmur under their breath?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whether&nbsp;you\u2019re&nbsp;a manager, salesperson, copywriter, or the salesperson who also has an air shift at 2:00\u2026&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Protect that connection.<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It IS Radio\u2019s greatest competitive advantage.&nbsp;<\/p>\n\n\n\n<p>Duane Christensen<br>Ens Media<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small.png\"><img loading=\"lazy\" decoding=\"async\" width=\"563\" height=\"750\" src=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small.png\" alt=\"\" class=\"wp-image-2299\" style=\"aspect-ratio:0.7507015377707936;width:112px;height:auto\" srcset=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small.png 563w, https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Duane-headshot-final-Oct-2025-small-225x300.png 225w\" sizes=\"auto, (max-width: 563px) 100vw, 563px\" \/><\/a><\/figure>\n\n\n\n<p><em>If you\u2019d like to learn how our\u00a0<span style=\"color: #0000ff;\"><strong>SoundADvice<\/strong><\/span> program can help your entire Radio sales team open more doors, protect more clients, and create more revenue, email me at duane@ensmediausa.com to request more info. We&#8217;ll send you the important details ASAP. And it costs less than 3 lattes a week.<\/em><\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Coleman Insights recently sat down with ten radio listeners between the ages of 24 and 46 and asked what they like, dislike, and value about Radio.&nbsp; Ten people certainly&nbsp;don\u2019t&nbsp;represent&nbsp;200 million-plus weekly listeners. But what they said is worth paying attention to.&nbsp; One word kept bubbling to the top:&nbsp; Connection.&nbsp; They like Radio because&nbsp;it\u2019s&nbsp;easy. Turn it [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[576],"tags":[],"class_list":["post-2326","post","type-post","status-publish","format-standard","hentry","category-why-radio"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Radio Listeners Really Want | ENS on Sales<\/title>\n<meta name=\"description\" content=\"What do radio listeners value most? 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