Summarised by Centrist
RNZ’s strategy of trying to be everything to everyone is costing them dearly, with their audience numbers dropping despite their core demographic of Kiwis aged 65+ growing.
Journalist Gavin Ellis writes: “The numbers that are staring RNZ in the face suggest it is failing to get the strategy right.”
His advice: “Stick to the radio audience you know you can get, rather than the one you think you would like to have.”
Ellis argues that the drop in RNZ National’s cumulative audience from over 700,000 in 2020 to under 500,000 today is largely due to RNZ diluting its radio content in hopes of targeting a younger demographic at the expense of its older, established audience.
Ellis warns that broadcast radio is not the right platform for reaching the 15-39 age group, who are more inclined to use streaming services.
With limited resources, Ellis advises RNZ to consider joint ventures with other media organisations facing similar challenges in attracting and retaining younger audiences.
A “strategic rethink” is needed to better serve its existing audience while exploring new ways to reach younger listeners through digital means. Ellis writes that: “There is no harm whatsoever in recapturing what worked and removing what has since alienated the audience.”
