Study Sees New Media as ‘Expansion of Radio Market’

Study Sees New Media as ‘Expansion of Radio Market’
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All those new digital media platforms that sometimes seem to bedevil radio managers — Internet radio, satellite, podcasting — are really new forms of radio and are a “testament to the popularity of radio programming.” So says Arbitron in releasing a new study it did with Edison Media Research.
“The proliferation of digital broadcast platforms such as Internet radio, satellite radio, HD and podcasting is a testament to the popularity of radio programming,” the research company stated in announcing the release of “The Infinite Dial: Radio’s Digital Platforms.”
Edison Media’s Larry Rosin said, “Our research shows that regardless of the platform consumers see all these options as merely being new forms of ‘radio.’”
The phone survey involved approximately 1,900 people.
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Radio Surfs New Media Wave of Advertising

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