Survey Finds Radio Stations Taking Full Advantage Of The Digital Revolution
In a survey of randomly sampled news, talk and news-talk stations in the top fifty markets, News Generation has found that stations across the country are protecting traditional radio's turf by taking advantage of the digital revolution and opportunities created by the Internet.
The survey found that more than half of those stations are streaming 90% of their on-air content, and 40% are streaming 100% of their on-air content. While the majority of stations are audio streaming, only six out of the fifty stations currently use podcasting or MP3 streaming technology.
Stations commented that the overall goal of their audio streaming is to keep listener drop-off at a minimum. Only 26% of stations said they are using their websites to attract new listeners, while 54% said they use the Internet to keep the audience they have and make it easy for them to tune-in throughout the day, while, for example, at work.
Forty-six percent of the stations surveyed use programming personnel to manage their websites; 28% assign the work to public affairs personnel; and 24% use promotion personnel to update and manage their websites.
