Dan Mason Responds To Report About 'The Aging Of Radio's Top Hosts'
August 24, 2012 at 7:02 AM (PT)
CBS Radio Pres./CEO DAN MASON has penned a response to a report in THE HOLLYWOOD REPORTER about the aging of some of radio's top hosts.
In a guest column, MASON writes:
"The good news for those who like radio is that reports of our untimely demise are not only premature but, well, just plain wrong. These kinds of stories conveniently fail to take into account that, according to ARBITRON, more than 92% of the U.S. population still regularly tunes in to over-the-air stations, with millions more listening online and via mobile devices.
"Innovations by the medium actually have increased the number of people who listen to radio on a monthly basis. These include streaming, apps that allow the listener to interact with a station, new formats targeting younger demographics, HD radio and the use of video to present what has traditionally been an audio medium."
MASON sums up, "When it comes to the entire radio marketplace, our job is to create content that appeals to a wide range of listeners and advertisers -- whether that's talk, music or news. Our future is not determined by one specific format or the people who pioneered a genre. I'd say it's just the opposite: Our diversity and the ability to adapt to the changing environment will always put us in a position to win."
Read the full post here.