Is Radio as Strong as You Think?
An article in mysanantonia.com says Internet radio is contributing to the decline of traditional radio. "Since the turn of the century, the onslaught of new technology has contributed significantly to the dimming commercial radio's star." The piece credits huge debt for Clear Channel and others as another negative factor and quotes Edison's Larry Rosin saying “Pandora is clearly stealing time from commercial radio music stations, primarily among people under 35 years old.”
The article also quotes paragon's Larry Johnson about the decline in radio listening. "While the percentage of the population that listens to radio has remained almost constant during the past decade, time spent listening to the radio consistently has declined by about 15 minutes a year for the past 20 years."Johnson said the drop "has been especially pronounced among younger listeners, who usually are among the early adapters of new technology and services — such as iPods and Pandora. However, he added, there's no clear way to see if those declines have been caused by listeners leaving radio for online streaming services."
A study by the Katz Radio Group provided by Johnson to mysanantonio.com showed that listeners between the ages 18-34 listened to 15.25 hours of broadcast radio every week during spring 2011, while listeners between the ages 35-64 listened to 17.5 hours of radio every week.