By James Thomas
McVay New Media
In a time when radio trade publications report more bad news then good news a light at the end of the tunnel was seen. Earlier this week in an inside radio afternoon update it was reported that listening hit a record high in radio. The article reported that more then 234 million persons age 12+ over the course of a typical week listen to the radio. This is up over two million over one year ago. This was according to Arbitron’s RADAR 99 National Listening Report. Radio is one the only media that continue to grow its audience from year to year.
So how can anyone say that radio is a dying medium? It continues to grow listenership year to year and the industry continues to take steps to move to the digital world. Even 90% of teens each week are tuning in to their favorite local radio station. This is big news for advertiser who are looking to reach the more listeners for their advertising dollar. TV and Newspapers are not seeing this type of increase in their audience, although they are seeing a greater growth online then radio.
As radio moves forward in the digital world it will continue to grow its share of the listening audience. The interactive aspect of radio will only continue to grow cume and provide listeners with better content. Radio station web sites will also see this growth, more and more listeners are not only listening over the air but online. Streaming is also a growing trend in radio. In this on demand world the Internet will only help radio grow.
2009 will most likely have more bad news for radio companies around the US but we should look art the positive and share this important information with our clients. Radio has the most powerful reach and continues to grow. For more information on how to grow your online audience and bring your station in to the digital world then contact James Thomas at McVay New Media.
Source: Inside Radio Afternoon Update, December 2009