Radio Still Has a Role in New Music Discovery, Study States - Radio World

Radio Still Has a Role in New Music Discovery, Study States

Radio Still Has a Role in New Music Discovery, Study States
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Traditional radio is still a significant source of new music information, even for teens, says Bridge Ratings.
The company said a study of music consumers "reflects continued satisfaction among a sample of 12-54-year-olds for the role terrestrial radio plays in new music discovery. ... 45% of the 2,500 persons sampled mentioned terrestrial radio as their preferred destination for discovering new music over Internet radio and peer-to-peer sharing networks."
Bridge, which provides audience measurement services for radio, found that when it comes to finding new music, "teens have a stronger affinity for online virtual community networks like MySpace.com and P2P trading than other demographics do, but a significant number of teens still discover new music through their current-based terrestrial radio stations."
President Dave Van Dyke said Internet radio's showing as a source for new music discovery fell in the past year, due to increased use among ages 12-34 of sites like MySpace and Napster for music information.
He said, "This study represents further proof that terrestrial radio's current-based radio stations should continue to be proactive with exposing and identifying new music." He also said satellite radio is not perceived or used as a new music discovery destination.


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Music Discovery

KUT is providing NPR with live recordings from its own broadcasts plus links to KUT's music blogs including KUT's Song of the Day. Eleven other stations helped launch NPR Music including WGBH(FM) in Boston; WFUV(FM) and WNYC(AM/FM) in New York; and KEXP(FM) and KPLU(FM) in Seattle.