Conclave: Reaching The Younger Demo With Radio

By Mike Boyle

Published:  June 26, 2008

MINNEAPOLIS -- It should come as no surprise that whether you're talking about tweens, teens or young adults, iPods, iPhones, Blackberries, laptops, PS3s and Wiis are what drive their very existence. That point was driven home Thursday afternoon (June 26) at the Conclave Learning Experience's "Reaching Younger Demos With Radio" session, presented by Anna D'Agrosa, editor of the Youth Market Hot Sheet and research director at Zandl Group, a New York-based company that follows trends, consumer insights and marketing.

In her presentation, D'Agrosa reviewed research Zandl conducted over a one-year period where 75-question interviews were conducted with over 3,500 8-30-year-olds, with topics ranging from entertainment, media, food and beverage, fashion, plus their aspirations and goals. D'Agrosa emphasized that the questions were open-ended "so it gave us a sense of what they were passionate about."