{"id":1941,"date":"2026-03-09T12:46:09","date_gmt":"2026-03-09T11:46:09","guid":{"rendered":"https:\/\/dasmedienzentrum.org\/?p=1941"},"modified":"2026-03-09T12:46:09","modified_gmt":"2026-03-09T11:46:09","slug":"why-audio-now","status":"publish","type":"post","link":"https:\/\/dasmedienzentrum.org\/?p=1941","title":{"rendered":"Why Audio Now?"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><\/h1>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/dasmedienzentrum.org\/wp-content\/uploads\/2026\/03\/mitrswlogoenglshvs.png\" alt=\"\" class=\"wp-image-1942\" srcset=\"https:\/\/dasmedienzentrum.org\/wp-content\/uploads\/2026\/03\/mitrswlogoenglshvs.png 1024w, https:\/\/dasmedienzentrum.org\/wp-content\/uploads\/2026\/03\/mitrswlogoenglshvs-300x300.png 300w, https:\/\/dasmedienzentrum.org\/wp-content\/uploads\/2026\/03\/mitrswlogoenglshvs-150x150.png 150w, https:\/\/dasmedienzentrum.org\/wp-content\/uploads\/2026\/03\/mitrswlogoenglshvs-768x768.png 768w, https:\/\/dasmedienzentrum.org\/wp-content\/uploads\/2026\/03\/mitrswlogoenglshvs-100x100.png 100w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/figure>\n\n\n\n<p>Social media is attractive to teenagers \u2013 and addictive (see Prof. Dr. Martin Korte, TU Braunschweig, F.A.Z. 09\/03\/26).<br><strong>BUT:<\/strong> Audio is more precise than social ads, more emotional than display advertising, reaches the under\u201120s where social media cannot \u2013 and builds familiarity, local connection and trust.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Our perspective: Audio as an ecosystem<\/strong><\/h2>\n\n\n\n<p>FM\/AM + DAB+ + Streams + Podcasts + Social Audio + Creator formats.<br>Audio continues to gain new usage situations and touchpoints.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>For marketers: Create combination products<\/strong><\/h2>\n\n\n\n<p>On\u2011air spots + hosts\u2019 social reels \u00b7 stream targeting + FM reach \u00b7 podcast sponsorship + live events \u00b7 native ads + influencer hosts.<br>#RadioSalesWeekly #Audio #Radio #DABplus #Podcast #SocialAudio #MediaPlanning #Advertising<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>Why social media is more attractive to children and teenagers than radio<\/strong><\/h1>\n\n\n\n<p>Because it provides:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>instant, personalized social rewards<\/li>\n\n\n\n<li>dopamine-driven feedback loops<\/li>\n\n\n\n<li>identity formation and social comparison<\/li>\n\n\n\n<li>visual and interactive stimulation<\/li>\n\n\n\n<li>strong alignment with neurodevelopmental phases<\/li>\n\n\n\n<li>constant availability<\/li>\n\n\n\n<li>parental modeling<\/li>\n<\/ul>\n\n\n\n<p>Radio fulfills almost none of these needs \u2014 it is a linear, passive medium that offers neither social feedback, nor visual stimuli, nor interaction.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>Radio marketing faces a paradox<\/strong><\/h1>\n\n\n\n<p>Young audiences are drifting away.<\/p>\n\n\n\n<p><strong>BUT:<\/strong> Audio as a whole remains extremely strong \u2014 especially among high\u2011income households and working adults.<br>For media sales, this means: radio must reposition strategically to continue offering advertisers high reach, clear target groups and strong impact \u2014 while also developing new audio formats that do not replace social media, but complement it.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>Under\u201120s live on social media \u2014 but they <em>listen<\/em> in audio.<\/strong><\/h1>\n\n\n\n<p>Audio reaches them where they truly pay attention:<br>while studying, gaming, working out and on the move.<br>With creator voices, short formats and digital targeting, audio becomes the most effective gateway to Gen Z.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media is attractive to teenagers \u2013 and addictive (see Prof. Dr. Martin Korte, TU Braunschweig, F.A.Z. 09\/03\/26).BUT: Audio is more precise than social ads, more emotional than display advertising, reaches the under\u201120s where social media cannot \u2013 and builds familiarity, local connection and trust. Our perspective: Audio as an ecosystem FM\/AM + DAB+ + &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/dasmedienzentrum.org\/?p=1941\" class=\"more-link\"><span class=\"screen-reader-text\">\u201eWhy Audio Now?\u201c<\/span> weiterlesen<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1941","post","type-post","status-publish","format-standard","hentry","category-allgemein"],"_links":{"self":[{"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=\/wp\/v2\/posts\/1941","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1941"}],"version-history":[{"count":1,"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=\/wp\/v2\/posts\/1941\/revisions"}],"predecessor-version":[{"id":1943,"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=\/wp\/v2\/posts\/1941\/revisions\/1943"}],"wp:attachment":[{"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1941"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1941"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dasmedienzentrum.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1941"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}