Bridge's Van Dyke: In-Car Radio 'Under Siege'
November 28, 2006 at 5:54 AM (PT)
BRIDGE RATINGS Pres. DAVE VAN DYKE has sent a letter to the industry in which he says, "More industry changing has occurred at the granular level this year, I believe, than in any year in recent history. It used to be that terrestrial radio was the cheapest, best-edited, most ubiquitous and most accessible music provider you could find. But today, radio on a schedule or by appointment is giving way to 'on-demand.' Radio is no longer the only best place to find new music. Radio now faces new challenges, the greatest is the fact that the last dominant domain of traditional radio -- in-car -- is now under siege!"
Contrary to some belief, traditional radio has not been derailed. It has more competition that is using technology as its primary weapon.
VAN DYKE points out that a research sample was recently asked, "Where do you listen to the radio?" and that in-car listening, "the final bastion of the original mobile media," is beginning to be worn down across all demographics, not just with our nation's youth. While 46% listened in the living room, 45% in the kitchen, and 32% in the bedroom, 76% responded with "in-car" -- but that's down from 89% just six years ago.
VAN DYKE proposes that in 2007 terrestrial radio pledge to "cut through the clutter, provide context, improve content, ensure relevance, be personal, and be 'people.' Radio should continue to embrace podcasting to satisfy these key points. The mission for traditional radio now is to get out in front of a changing marketplace. Involve the audience, and provide a platform they use often and easily.
"Contrary to some belief, traditional radio has not been derailed. It has more competition that is using technology as its primary weapon. There's much work to be done, and the new year is the right time for the industry to step it up."