That’s item 15 on the “Mindset List” put out annually by Beloit College to illustrate for their staff the world which incoming freshmen know as reality, and who will eventually become critical to our industry… if they aren’t already.
The class of 2002 was the first year for the Mindset List and that class is now in their early thirties and carrying People Meters. Here is some of their reality:
• They were 11 when the Soviet Union broke apart, and do not remember the Cold War.
• They are too young to remember the Space Shuttle Challenger blowing up.
• Their lifetime has always included AIDS.
• They never had polio shot, and likely, do not know what it is.
• Kansas, Boston, Chicago, America, and Alabama are all places—not music groups.
• The Vietnam War is as ancient history to them as WWI and WWII or even the Civil War.
• They have no idea that Americans were ever held hostage in Iran
I take that information to heart and construct my program accordingly. Also taken to heart is Holland Cooke’s advice to “assume they [the listener] comes in 10 minutes late and doesn’t know what’s going on”. In other words, get to the meat and entertain, if there are calls take them, no rambling – and from me: no shouting down irate callers – use them for their rich entertainment potential.
Meanwhile, back at the class of 2016:
• Michael Jackson’s family, not the Kennedys, constitutes “American Royalty.”
• If they miss The Daily Show, they can always get their news on YouTube.
• Their lives have been measured in the fundamental particles of life: bits, bytes, and bauds.
• Bill Clinton is a senior statesman of whose presidency they have little knowledge.
• The Twilight Zone involves vampires, not Rod Serling.
• They watch television everywhere but on a television.
And really have no use for radio at all…. Unless we train them otherwise
Mark Williams, available for talk fill-in opportunities via personal ISDN.
Air checks and contact information on main site: http://www.MarkTalk.com