New Technologies Help Stations, Study Finds

Bridge Ratings said a consumer study of terrestrial radio listeners indicates that stations that aggressively embrace and market new technologies “enhance their competitive position against other terrestrial stations as well as the stand-alone technologies.”
Listeners were asked to compare their habits to a year ago; 42% said they were listening to their favorite station more than they were then.
“In 63% of the cases where there was increased tune-in and/or longer time-spent-listening to their favorite radio station,” Bridge summarized, “listeners’ total listening experience had improved by that station’s use of its Internet Web site, streaming audio or podcasting.”