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Net Talk • Is Traditional Radio Dying?
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Is Traditional Radio Dying?

Posted: Sun Feb 28, 2010 7:31 am
by pbergin
http://harkerresearch.typepad.com/radio ... -lies.html

Of course radio is not dying. I know because I see it. I'm on a ride-share program, and I ride in and back to DC in a different car every day. I watch how people use radio. First, there has never been an instance where the radio wasn't on for at least part of the trip. 99% of the time, it's always on. Second, people actively LOOK for content, not music. They'll inevitably listen to either W-TOP (a very expensive news station... fully staffed with dozens of reporters) or one of the active, foreground oriented shows such as Elliot in the Morning, Tom Joyner, Steve Harvey, Mike Baisden etc.

I see this all the time... people actually tuning OUT when a song comes on to check on what the other guys is doing. I see this with my own eyes, it's not some fantasy from a radio guy who wants to validate his own beliefs. Personally, I couldn't care less.

But the consultants, and the current crop of radio management just don't see it. They REFUSE to see it!! I've mentioned this to a couple of old friends who are long-time consultants, and now they basically refuse to communicate with me. It's as if I committed some kind of apostasy. The Emperor has no clothes!

Radio enjoys 100% market penetration. Compare that with other media, and imagine the potential. Radio goes ANYWHERE you go. Compare that with "new media," broadband, 4G etc. Radio is FREE. Compare that with all of the above plus SAT-RAD. The fidelity of radio is on a par with, or better than all of the above. Need I go on?

It's PROGRAMMING folks! The old fashioned grunt work of broadcasting. Create entertaining, relevant content, build community, then super-serve it. This takes time... there aint no shortcut.

But it works.