Radio's Past & Future

Just a reminder and disclaimer: I work for a group of radio stations and have worked for radio stations for 20 of the past 30 years (since my high school days).

So that might give me a bias, but also an insiders perspective and as a student of the entire marketing process, I believe I can tell the truth regarding many forms of media and advertising. There, end of disclaimer. Now the story.

Traditional Radio Broadcasting has survived many forms of competition, including 8 tracks, cassettes, C.D. players, satellite radio and now MP3 players in the form of Ipods and cell phones that store & play music.

The internet is either competition to traditional media, or an addition that can be used to enhance traditional media. Click here to see how TV and the Web are used together right now by a lot of consumers.

As far as the current state of AM and FM radio broadcasting, Mediapost has this story:

THERE WAS MORE BAD NEWS for the radio industry this week, with the Radio Advertising Bureau's announcement that revenues fell 2% in 2007 compared to 2006, to $21.3 billion. Describing the results as "diverse," the RAB pointed to high-growth areas, like non-spot (including Internet) up 10% to $1.7 billion, and network, up 4% to $1.1 billion. But this delicate euphemism,couldn't hide the setbacks in radio's two main arenas: local advertising, down 2% to $15.1 billion, and national, down 6% to $3.3 billion. Local and national combined fell 3% to $18.5 billion. (READ MORE)

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