A friend of mine has a saying, "Don't outrun your headlights." There's been discussion about radio being a declining medium--maybe even a dying medium. Can a commercial-packed hour of broadasting compete with commercial free, select-your-own music played from CDs or MP3 players? Nielsen has released study results showing that radio reaches 77% of adults daily. That's impressive--though TV has a 95% reach. Radio does even better among 18-34 listeners, reaching 80%.
The numbers are impressive but there is overlap among iPod/MP3 listeners and radio. What will happen as the iPod/MP3 technology becomes more widely available and easier to use? Does the data represent the strength of radio or signal the beginning of the end? Home broadband will enable listeners to download programs--which might just signal a shift of "radio" programming to a new distribution platform--the Internet to the MP3 player to the auto.
Read for yourself.
Radio is Red Hot is the name of a promotional campaign the RAB adopted several years ago to promote radio as an advertising medium. I have shortened the original URL with this name. Unfortunately, I couldn't include a question mark in the URL--not allowed.
http://bit.ly/RedHotRadio
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I don't think radio will ever completely fade out, but i do think a large amount of listeners would switch to an ipod/mp3 if it were cheaper and easier to use.I know i would.
ReplyDeleteRadio will never completely fade away or die out. Radio has been around for years and has seen the great depression and two wars. Radio will stand strong and will always have its place in society.
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