Millennials Turn Up the Radio

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SCHAUMBURG, Ill. — Digital and social media play a big role in the pre-shop behaviors of Millennials, but surprisingly, so does a more traditional medium: radio.

Millennials listen to the radio on their way to work, at friends’ homes and on their way to the store, so radio is a good choice as an activation medium, Alice Sylvester, chief operating officer of the Media Behavior Institute, said yesterday in a session at the

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