Study: Radio Management Getting More Bullish On The Business
March 4, 2013 at 3:23 PM (PT)
MARK KASSOF & CO. has conducted a survey that found a decided majority of radio owners, executives and GMs general are bullish about the future of traditional terrestrial radio. When asked whether they are optimistic or pessimistic about the future viability of traditional radio, 69% report themselves optimistic, versus 17% who say they’re pessimistic and 14% who don’t know or are unsure of radio’s future.
Why are they optimistic. The most popular reason (among the over half-dozen listed) was radio’s local connection and service. Half of the respondents cited "localness" -- a reason cited almost three-times more frequently than the second most-named reason: "It evolves/reinvents itself."
The research findings are based on 104 online surveys of radio station GMs, group executives and owners in the U.S. and CANADA. The survey was conducted FEBRUARY 20th-28th.
More details can be found at kassof.com.