Current Issue:



September 8:
The Radio Show Issue
Emmis CEO Jeff Smulyan




Click here to subscribe to Radio Ink.






Radio Ink Writers




















Salem Communications CEO Ed Atsinger is Christian Conservative Power

7-10-13

Ed Atsinger has been on Radio Ink's 40 Most Powerful People in Radio list for 17 years. That will be no different when the 2013 issue, and Atsinger's position on our list, are revealed next week. Salem Communications has a corner on the conservative Christian market. With nearly 100 stations pumping out $165 million in revenue, Atsinger and company are superserving its target audience, and no one has been able to compete in Salems particular arena. Here's a sneak preview of what Atsinger says about the radio industry in our power issue.

Ed Atsinger has been CEO, a director of the company, and a director of each of the companys subsidiaries since Salems inception and was president from its launch through June 2007. Hes been engaged in the ownership and operation of radio stations since 1969, and has been a member of the board of directors of the National Religious Broadcasters for a number of years; he was re-elected to a new three-year term on the NRB board in February. Hes been a member of the NAB board since 2008.

Atsinger believes radio has not been able to tell a better story for two primary reasons, First, he says, the sheer magnitude of technological developments impacting audio and video entertainment whether it be the creation of new audio platforms, complementary video platforms, or the technological evolution of existing platforms has so monopolized the popular imagination and so dominated the news media that there has been little room left to promote the impact and effectiveness of free, local, over-the-air terrestrial radio. Second, that same rapidity of technological development has presented a major challenge to the radio industry in terms of the emergence of a coherent industry consensus about that better story.

Atsiner says Radio does have a better story.' In our 40 Most Powerful Pople in Radio issue, which you can order HERE, Atsinger summarizes his points in five bullet points. Here are two of those five:

The automobile continues to be the number one location where audio content is consumed, and in spite of all of the technologically sophisticated talk of the wired dashboard, safety, simplicity of use, local information, and being free of all costs, including bandwidth, will likely ensure radios prominence.

In spite of online audio competition having a minor impact on time spent listening, terrestrial radio, with its 93 percent reach, is more effective today because the digital revolution allows terrestrial radio to more fully exploit its inherent advantages of being free, live, and local with enormously expanded interactive capability. This provides a richer experience for our audiences and improved accountability for our advertisers.

Salem owns the Salem Radio Network, which syndicates both secular and religious talk and news and Christian music to 2,000 affiliates; Salem Radio Representatives, a national radio advertising sales force; Salem Web Network, a leading Internet provider of Christian content and online streaming; and Salem Publishing, a leading publisher of Christian-themed magazines. Salem owns and operates 60 stations in the nations top 25 markets, with 29 in the top 10. And over the past year, its been gobbling up digital properties like Godvine.com and SermonSpice.com and has launched the all-new ChristianRadio.com.

To see what else Atsinger - and everyone on our Power List - has to say, subscribe to Radio Ink in time to receive the Top 40 Issue  delivered to your home or downloaded to your device.




(10/31/2013 4:55:16 AM)
zoU3DU I think this is a real great blog article.Much thanks again. Awesome.

- NY
(9/13/2013 7:22:47 AM)
OmnElN Enjoyed every bit of your post.Really thank you! Great.

- NY
(9/6/2013 4:00:02 PM)
MuImYs Really enjoyed this article.Thanks Again. Will read on...

- NY
(7/10/2013 10:53:02 PM)
If anyone other than the esteemed and admired Mr. Atsinger had offered those two justifications for the current state of terra-radio, I have to wonder if those same propositions would not be openly and aggressively challenged.

The other-media technologies didn't happen in a vacuum. Radio had (and has) every opportunity to consider the ramifications of not adjusting its own model-of-communications, and either disregarded the evidence or tragically failed at responding effectively.

Mr. Atsinger's supposition that radio does, in fact have a "story" is to my mind, no more than a wild assertion based, perhaps, on his corporation that, ostensibly, broadcasts to an already captive audience.

I look forward to the "rest of the story" in the hard copy edition of Radio Ink.

- Ronald T. Robinson
(7/10/2013 7:50:48 PM)
Before all you fall at his feet, you might want to ask him how he acquired KENR 1070 in Houston

-

Add a Comment | View All Comments

 

Send This Story To A Friend




 
Advertisements

Advertisements