Nick Benevenia mourns the loss of Amp 103.3, converted a couple days ago to a mindless Big 103, which somehow promises "music unleashed" despite having no DJs.
Now Benevenia spent six years at Amp 103.3, moving from producer to "on-air personality" to "imaging director," so he might have particular reason to miss a station with actual people working at it, some of whom even went out and did interviews and stuff at bars, but he also questions how Entercom could abandon a youth station in a town full of college students.
It’s easy to say “Millennials and GenZ don’t listen to radio” but it’s important to consider what radio has offered those generations. Beyond the AMP brand, there has not been another radio format committed to youth culture. Without representation on air, they’ve turned to podcasts, TikTok, and YouTube. Radio has been writing off young Americans, and in turn, they may have written radio off. If Millennials and GenZ don’t grow up with radio, they may never discover what makes the medium special. If the twenty-year-olds today don’t listen to radio in their thirties, the commercial radio industry will collapse.