All Things Digital Posts Differing Opinions On Radio's Future
November 1, 2013 at 5:44 AM (PT)
Writing in ALL THINGS DIGITAL, audience development executive PAUL GOLDSTEIN ruffled the feathers of many radio execs when he shared, "There is a tectonic shift undermining the very foundation of broadcast radio. Multiple metrics make it clear that serious threats imposed on the FM/AM platform by new online competitors are escalating exponentially."
"As change happens all around them, radio broadcasters tout the health of their business and how the competitive threat of Internet rivals is overstated. I understand the need to present their case to advertisers," added GOLDSTEIN. "But their sales narrative, an echo chamber of their own making, cements complacency and fosters lack of innovation.
GOLDSTEIN continued, "Hopefully, broadcasters recognize that their most significant innovation of the past decade, HD radio, reaches about just three percent of the U.S. radio audience because they didn’t invest in content that’s important to listeners."
KATZ RADIO GROUP Head of Radio Analysis and Insights MARY BETH GARBER was quick to point out a pro-radio side, and she responded in YESTERDAY's column. She writes, "A few days ago a column ran in this space -— “Seismic Shifts Remake the Radio Industry” —- written by PAUL GOLDSTEIN, a consultant for new media companies. While there truly is a seismic shift in perception of broadcast radio and the facts surrounding it, it’s not the one that GOLDSTEIN claims, and the facts —- and the research -— bear that out."
GARBER adds, "SCARBOROUGH USA PLUS data shows radio has actually increased its reach of adults 18-54, 25-54 and 18-34 over the past five years. Radio accounts for more than 90% of almost any demographic segment of the consumer market every week. And many are surprised to discover that radio is the leading source of reach among media entertainment."