Harker Calls Out Radio Pundits
April 30, 2010 at 4:48 PM (PT)
HARKER RESEARCH Founder RICHARD HARKER isn't too fond of pundits who are perpetually predicting the demise of terrestrial radio. In his "Radio Insight" blog, HARKER cites some relatively unpublicized stats from ARBITRON’s Infinite Dial survey.
"Radio listeners show a consistent and persistent commitment to local radio," he wrote. "Asked whether they will, 'continue to listen to AM/FM radio as much as you do now, despite increasing advancements in technology,' an overwhelming majority say yes. And the number has barely wavered over the past six years.
"Do these numbers suggest radio is obsolete? Do they suggest radio is in trouble and can't be saved? Absolutely not ... Study after study confirm what this study suggests: New media are having a far smaller impact on local radio listening than pundits claim. Either pundits are ignorant of the truth, or choose to ignore it.
"Clearly there is a disconnect between what pundits say, and how listeners feel. What we don't know is whether these new-media pundits are liars or just idiots."