Fitch on: Radio's Multiple Pipes - Radio World

Fitch on: Radio's Multiple Pipes

With all that’s been written about radio’s future in the dashboard and elsewhere, I am beginning to get the sense that radio's reduction in audience is not so much a function of relevance. The information, and in some cases the
Author:
Publish date:


With all that’s been written about radio’s future in the dashboard and elsewhere, I am beginning to get the sense that radio's reduction in audience is not so much a function of relevance. The information, and in some cases the entertainment, we have to deliver is valid, attractive and highly useful.

What is killing us in the short term is the immense quantity of outlets competing for eyes and ears, all headed to the lowest common denominator and ad unit cost. The churn of services is staggering as each purveyor attempts to differentiate ... then doesn't connect with the critical rollover point for audience, blows their wad and then disappears. None of this is helpful to us broadcasters.

I believe that our future success is pivoting on using our highly honed communications skills and sending these select services out on multiple pipes so that the “Radio Buc” or “Radio Paul” or “Radio MaryAnn” experience will be seamless wherever our audience goes.

It's obvious that that big old RF transmitter may be our foundation of the business but it will not be the totality in the near future.

Related

Image placeholder title

Welcome, Radio

Paul McLane is U.S. editor in chief of Radio World.Messages of congratulations along with plenty of questions have been arriving at my inbox since NewBay Media this week acquired several publications from Penton Media, including Radio magazine. Most engineering readers

McLane: Shortwave on the High Seas Cruise

Shortwave broadcasters, like NBA players and rock musicians, are known for their hard partying.OK, maybe not so much like NBA players but if your thing is to talk with fellow shortwave enthusiasts or meet with a shortwave broadcaster to get

Moss: Spectrum Repurposing, and Lessons for Radio

by Brett MossFCC Chairman Julius Genachowski got the attention of broadcasters recently by bringing in as an advisor a law professor who has floated the idea that the broadcast spectrum, as currently configured, might not be sacrosanct. It might not

Moss on: Whither the Car ‘Radio’

There was a time, for us old timers, when simply having a radio in a car was a bonus. Even better if it actually worked. Then came AM FM car radios and then the possibility of a cassette player built

Radio Relocation Gets ‘a Boatload Harder’

Paul McLane is U.S. editor in chief.“If you’re looking to move an AM or FM radio station from a small community to a different, bigger, community, your job probably just got a boatload harder.”That’s the analysis of communications lawyer Matt