Dr. Billy Ray McKim Is Featured
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Dr. BILLY RAY McKIM, Associate Professor, TEXAS A&M UNIVERSITY shares his thoughts as he focuses on broadcasting students: "When it comes to Gen X, Gen Z and Millennials, I find there are greater differences within the generations than between them.
"Radio has long been a companion medium. With the rise of multi-tasking, radio is now also a companion to other media consumption.
“When it comes to the next generation of listeners, it’s up to radio to continue winning their listening, which won’t happen if we’re trying to disguise ourselves as something that we’re not, notably an on-demand audio platform. Impostors get exposed, not rewarded.
“If you want young people to join our business, don’t keep telling them about the good old days. Explain the problems radio is struggling with and challenge them to identify solutions.”
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