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January 12, 2011

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Brad Fallon

I am a radio listener for decades and I would accept that radio is getting to be obsolete these days. I hope these radio stations will find ways to promote radio broadcasting so as to compete with the new technology we are in today.

R.L.

The statement that combining streaming audience with terrestrial proves that radio listening, as a whole to commercial or corporate radio is, growing is, at best, a theory that cannot be proved. However, I am eagerly awaiting the day that Arbitron and Ando (or even comScore or Neilsen) can show total cross-platform audience and listening. I believe that if these companies are able to pull off accurate and statistically relevant data methodology, it will prove how weak the broadcasters are at becoming a player in reaching people beyond their traditional radio. I ran a large group of major market stations for a publicly traded corporation and the amount of actual listeners accessing the streams at ANY given time was simply "laughable" and far from meeting any critical mass to speak of. That said, I am eagerly awaiting the day that this fact that I personally witnessed is proven to be the truth.

And to be clear, these audiences being sold by commercial radio are and remain "estimates" based on panel composition and not realy listeners or real consumption of client's ads. The fact that radio delivers ads to people they "think" meet the client's criteria rather than knowing for certain, based on user registration data, will also prove to be a weakness that must be resolved. Radio as we "knew" it is becoming increasingly obsolete- and this will continue until people who are not born and bread from it are brought in to show them the way!

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