I have some friendly advice for Radio New Zealand: Stick to the radio audience you know you can get, rather than the one you think you would like to have.
That advice is based on the belief that RNZ National’s cumulative audience decline from more than 700,000 in 2020 to less than 500,000 today is due in no small measure to its strategy of seeking new listeners at the expense of its old ones.
‘Old’ in this sense has two meanings. First it denotes those who has since switched elsewhere or off. Secondly it means, yes, listeners aged over 60 who are as valuable as those below it.
In both its music and talk programming, RNZ National has sought to meet social and cultural targets that are both worthy and in line with movements within New Zealand society. It plays music that supports local musicians and music production. It has interspersed te reo into its dialogue and promoted culturally diverse programming. Its subject matter, and sometimes its approach, have shifted to reflect these new emphases.
In the process it has alienated older listeners used to certain formats that reflected their interests and tastes. Continue reading “An audience in the hand versus one in Neverland”
