Study Shows Streaming Taking Hold With Talk Stations

A random survey of news, talk, and news-talk stations showed 40% of surveyed stations in the top 50 markets streaming 100% of their programming content on the Net and over half streaming 90%.

NEWS GENERATION's survey showed six of the 50 stations using podcasting or MP3 streaming; asked why they use streaming, 26% said it is to attract new listeners, but 54% say it's to keep the existing audience. 46% of the stations have programming personnel managing their websites, with 28% using public affairs personnel and 24% using promotions personnel. The study also shows stations saying 62% of stations use web hit counts to measure effectiveness, with 26% using listener response and 12% using ad dollars.

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