The Future of Radio: Five Current Trends

The radio industry finds itself in a familiar yet precarious position entering 2011 — traditional revenues are sustainable enough to continue with decent returns, but there’s not enough money to invest in the digital transition without re-evaluating some fundamentals of the business. The result is that the emerging trends will not be revolutionary so much as evolutionary, and the key will be finding those points where traditional methodologies and digital extensions converge most effectively.

The above quote is from Jim Kerr’s blog entry “Five trends for the future of radio.” It was published on Jan. 12. Click here to read the entire entry, take notes and later comment below on Mr. Kerr’s five trends.

Class Notes: Your next test will cover the magazine lecture from Monday, the Radio chapter in your text book, the class lectures on Wed. and Friday. The test will be on Monday March 7 at 8 am.

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About Samir Husni

Samir Husni, aka Mr. Magazine™, is the founder and director of the Magazine Innovation Center at the University of Mississippi. He is also Professor and Hederman Lecturer of Journalism at the School of Journalism and New Media. Dr. Husni is the author of the annual Samir Husni's Guide to New Magazines, which is now in its 28th year. He is also the author of Launch Your Own Magazine: A Guide for Succeeding in Today's Marketplace published by Hamblett House, Inc. and Selling Content: The Step-by-Step Art of Packaging Your Own Magazine, published by Kendall Hunt, Magazine Publishing in the 21st Century, published by Kendall Hunt, and co-author of Design Your Own Magazine. He has presented seminars on trends in American magazines to the editorial, advertising and sales staff of the magazine groups of the Morris Communications Company, Hearst Corp., Hachette Filipacchi Magazines, Meredith Corp., Reader's Digest Magazine, ESPN the magazine, Sail Magazine, American Airlines Publishing, the National Geographic Society, the Swedish magazine group Bonnier, the Finnish magazine group Sanoma Magazines, Southern Progress magazines, New South Publishing, Inc., the Society of Professional Journalists, the American Society of Magazine Editors, Vance Publishing Corporation, the Florida Magazine Association, The Magazine Association of Georgia, the National Society of Black Journalists, the Japanese Magazine Publishers Association, and the American Press Institute. He is "the country's leading magazine expert," according to Forbes ASAP magazine, "the nation's leading authority on new magazines," according to min:media industry newsletter; and The Chicago Tribune dubbed him "the planet's leading expert on new magazines." Dr. Husni has been interviewed by major U.S. media on subjects related to the magazine industry. He has been profiled and is regularly quoted in The New York Times, The Los Angeles Times, USA Today, The Chronicle of Higher Education, and many other newspapers nationwide, as well as the major newsweeklies and a host of trade publications. He has appeared on Good Morning America, CNBC, CNN, CNNFN, PBS, and on numerous radio talk shows including National Public Radio's Morning and Weekend Editions. Dr. Husni has also served as an expert witness in several lawsuits involving major media corporations including Time Inc. and American Express Publishing among others. He has been a judge of The National Magazines Awards, The Evangelical Magazines Association, The City and Regional Magazines Association, and The Florida and Georgia Magazine Association Awards. Dr. Husni is the President and CEO of Magazine Consulting & Research, a firm specializing in new magazine launches, repositioning of established magazines, and packaging publications for better sales and presentations. Dr. Husni holds a doctorate in journalism from the University of Missouri-Columbia and a master's degree in journalism from the University of North Texas. When he is not in his office reading magazines, Dr. Husni is at the newsstands buying magazines.
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63 Responses to The Future of Radio: Five Current Trends

  1. Marcus Bell says:

    It is good to hear that Radio is making changes to convert digitally in the up coming year. I am very intrigued to see how the industry of radio evolves to accompany the listeners opinions. Even with the lack of investors I believe that if radio makes this digital transition they will successfully convert their listeners as well. I think a digital market would make advertising more simple and in return will produce more efficient profits. That being said I also would like to see improvement in variety along with this new movement. In the end it is not the structure of radio that has left it a dying trend, it is that no one wants to listen to the same Katy Perry song every time they get in their car. Without the addition of variety I see no way that these small transformations to the digital world making much noise in the survival of radio.

  2. Jennifer Nassar says:

    I found the article very interesting! I’m really excited for what’s ahead for the radio. Personally, the only time I ever come to the use of one is when I’m in my car. The radio has pretty much fallen of the face of the earth. It is a type of media that people today don’t give much time to. That’s understandable. With all of the brand new technologies coming about, there seems no use for the radio, except for in the car. I would love to see the radio make it back.

  3. Kristen Peters says:

    I actually believed radio to be in a state of panic like the newspapers, but through this article I learned that it is not the case. It is good to hear that radio is turning to digital, but how will this affect the users and listeners? Will we have to pay more or spend money on new radios and receivers? How will users react to this? The article answered these questions somewhat by stating that radio is gathering date one-on-one from listeners. It is a fantastic thing to know that our input will determine the future of radio, its advertising, and the relationship between people and radio.

  4. Lauren Lyles says:

    This article made me appreciate my radio even more. The radio converting to digital is really amazing. I think that radio itself has a powerful impact on its listeners, so I know the industry will boon nif it becomes digital. Even though the radio does a good job in its advertising and music, I feel that it is still missing some “Flavor”. Other providers are goin to try to become apart of this growing media. Digital offers simplicity and efficiency. I wonder what would be the next step for radio? I think this digital era will bring more listerns and more innovations, because it is offering more variety to the future generations. I also think this will make artists step out the box and try something differ. One thing always leads to another. This is the future of radio.

  5. Molly Rhoades says:

    Radio is a great thing, it is something that everyone enjoys or has enjoyed in the past but now it seems every time I turn on the radio I either hear an awful commercial or the same song that I hear last time I turned on the radio or the radio station I just switched from. Then there is the problem of those ADs that radio Djs try casually sneaking into the segment then immediately go into a commercial about it..its like HELLO I just heard all this why do I need to hear it again! So now Jim Kerr gives me these 5 points and it all makes a clearer picture. Finally, the radio is changing and something new is going to happen. The radio has finally realized they have huge competition in Ipod jacks in the car, Sirius/XM, CD players etc and now they are working to get the attention back they deserve cause lets all admit it the Radio is a fabulous thing. So here is what I think about each point that is being changed
    1. Listener Data- SO IMPORTANT nobody wants to keep hearing the same Just a Dream by Nelly or Teenage Dream by Katy Perry switch it up there is great music out there, get knowledge from the listeners and make your radio station stand out.
    2. Advertising-I get that advertising is what keeps the station going okay thats understandable so make an advertisement that does exactly that ADVERTISE and make it interesting!
    3. Like I said previously the listeners are your best friend ..get to know them.
    4. finding digitial agencies will make up for the lack of advertisement money radios are receiving now which will in turn generate again a steady profit.
    5.I think location based mobile services will be a huge betterment for radio because it will now do all things that the internet and phone can do.

  6. Samira Abunemeh says:

    It seems that unlike the other media we have been learning, radio understands the importance of the new emerging technologies. By using individual ads, radios would be loving their customers, but the ads being one-on-one distrubs me. That method seems to trespass on a consumer’s privacy. I have trouble viewing these trends occuring at this moment as well. Digital radios are not very common, or at least I do not see many digital radios. These trends will leave many Americans behind especially those who live in areas that lack high-speed Internet service. They will have to be very slow evolutionary trends for this to work and not leave Americans behind who lack the technology to move ahead.

  7. Sydney Devers says:

    I completely agree with this article. The listeners are so important when it comes to radio. Collecting data and using it to the radio stations advantage is so important. We don’t want to listen to the same songs contiuously. Advertising is important for any and every industry,a buisness must get there name out there.

  8. Josh Spencer says:

    the real question here is, what will the radio industry do when it notices that everything it attempts to do will fail? With the speed of technology now, its a sitch to get online and download songs, articles, and magazines. as well as the news. it is likely that in a few years all the radio will be good for is cheap gossip on talk shows. Radio has to do a better job at finding out what the people want before they know it. truth is, radio is dying…

  9. Katherine Lence says:

    Kerr has five trends to the future of radio. After reading that one sentence I’m already skeptical because of the word trend. Trends in style don’t last, which makes it sound like Kerr’s trends are just a temporary and unnecessary fix. He’ll be making lists of trends for the rest of his life. Of course I don’t know the data or numbers that show that the radio is suffering. From the looks of his Triton website, apparently the radio is just obsolete and is dust in the wind and they are the team to come fix it. But in my opinion it’s not broken. The website quotes on their website ‘We’ve got to remove the legacy systems, practices and intramural mindset that we’ve held onto for far too long.”Oh….okay…. so the radio is as I thought you were saying. I’m not following this 21st century ‘trend’ of everything on the internet and iphoning everything. I still listen to my radio, antenna and all, when I’m at home or when I ride in the car. When I hear a song for the first time, it’s on the radio. They also state in their mission, “Triton Digital provides the new tools of audience engagement that allow local media brands to build a 360-degree audience experience – on-air, online, on-demand, on-location, and on the go.” You know…. If you take out the word online, I’ll be darn Mr. Kerr, you’ve got the mission statement of the radio back in 1920. Bottom line, I think the radio is just fine how it is and if its really suffering that bad they’re hiding it very well.

  10. Jelan Kendrick says:

    I believe this is a good article. The importance of the listeners and followers is the most important advantage any radio or business in general can have. I also believe that technology is going so fast that the age of the radio is slowly dying. Hearing the same music over and over is nerve recking sometimes and things such as the ipod gives you more control over what you listen to and all times.

  11. Marrissa Senneff says:

    Over time the radio has transition very well. Radios started out as a machine that gathers people around just to listen to being installed in motor vehicles and creating Pandora. However there are still some glitches. Pandora only works in certain areas and radio stations have to be changed in the car from one town to the next. The radio has a future in fixing these issues and creating new ways to reach their listeners. A digital market will make advertising more simple. This may easily bring in more profits. With more profits a bigger variety of music could be arranged. Yes each station is set to be interesting to their own group of people but by expanding their music and being more creative it will bring in more consumers.

  12. Kate A Green says:

    Its very interesting how radio is trying to make all the tweaks of improvement and going digital. Im surprised radios have not been as hurt by itunes because I have no use for a radio anymore I can listen to whatever I want when I want and not have to be forced to listen repeatedly to the same songs and hear commercials. At the same time the shows are sometime what makes radio. Every morning when I went to school my mom and I would listen to a radio show called hawk and tom it was interesting and funny. I think that radios organizing and looking at data will enhance it all around. Taking out ads and cutting in half is great idea, radio is really staying ahead and making sure they make the shift whole technologic shift. Maybe all these changes will convert me back to a radio listener.

  13. Corianna Newsom says:

    I think the article was great! It was speaking of some true things. Radio is only good for the car now and I believe thats fading away as well. I say this because iPod’s have it so where we can plug them into the radio. You have a variety of music on your mp3 or ipod which makes even better to not listen to the radio.

  14. Dan Venne says:

    Radio has been such a big part of the media espescially throughout our country’s history. When you look at pictures back from Vietnam, and the Apollo Landings, and you see millions of Americans bunched around a radio listening to what is going on around them. Now Radio has become just a place where we listen to music in our cars, or if you have SIRIUS or XM then you can listen to different talk shows, comedy, sports, etc. Any way you put it, Radio has changed drastically in the past some odd years just like every other form of media, and it will continue to change in the years to come.

  15. Jasmine Mays says:

    This is a nice article. It’s good to see that someone is trying to make a come back with the radio. I only listen to the radio when I’m riding in a car or I will listen to Pandora Radio on my way to class but that’s not often. I don’t own a radio to put in my house so that’s a reason why I don’t listen to the radio much. The radio has a chance to make a change but a lot of people own ipods that can be plugged into their vechicle radio to listen to music and with music being free to download, that’s much easier because you can listen to what you want to listen to without having to hear commercials and ads. I do believe that a lot of people listen to the radio but I think it’s only a lot of older people. The radio does have a chance to make a come back but things need to be more interesting.

  16. Erica Boney says:

    This article gives me hope for the future of radio. Radio, like many other forms of media, have been stuck in the past and not discovering new and innovative ways to evolve their platform. To hear that radio is finally turning to digital is very exciting. I believe this will really revive radio and make it a serious competitor with satellite radio, internet, and ipods/mp3 players.

  17. William Bumpas says:

    I thought the fourth trend was interesting— “Digital agencies finally notice radio.” The textbook mentioned this same thing in the radio chapter, with Google attempting to use its Web advertising algorithms for radio broadcasts. However, the barrier Google ran into was that radio stations were unwilling to give the necessary data to Google, since it would undercut the revenue from local advertisers. I’m curious about how Google and other online advertising agencies will break into the radio market.

  18. Derickson Flinn says:

    So I see more people have written on here since Friday’s class. These five trends seem to narrowing down the uncertainties advertising with radio broadcasting. They also bring up a good point, that digital publishers and networks are helping in grabbing a better hold on to different demographics, “ads targeted to specific users based not only on demographics, but their actual interests and behavior”. The blog also points out that digital networks and traditional radio need to move together, and will with the help of continued growth of streaming, local digital initiatives such as daily deals, improved user-level targeting, and direct digital marketing via things like email and texting. Jim Kerr finishes this right by saying that radio should make a big change in 2011 with the opportunity to send the their huge reach into stores via digital platforms. Small advances like these are the waves of the future.

  19. Cameron Cook says:

    I feel that by succeeding in these 5 things then the radio will improve in popularity. Today, I think that the amount of listeners has decreased compared to the past. There is much more technology that people use that can replace the radio. However, if these goals come true then there is a possibility in an uprising in the radio industry.

  20. Cassidy Hopkins says:

    Because I believe radio isn’t easily replaced, I think it’s transition into the digital age can be slow without much harm being done. However, it’s already in effect. Many stations already broadcast over the internet; also, in an effort to compete with itunes, many outlets for downloading music straight from the radio station are in place. However, I’m sure in 2011 radio will make more efforts to catch up with the rest of the world and enjoy the new digtal trend. I am excited to see what changes the radio industry will produce next!

  21. Abe Dean says:

    I see several issues with the article and Kerr’s “Trend Making” has temporary solution written all over it but I also think Radio in this age is something we need to keep but almost cant keep because of leaps in Audio technology(Ipods, MP3s etc..).Hope is something that can persevere and help lift an situation out of it’s own hole..referring to the radio as something that buried itself isn’t right but technology and inevitable change have proved it impossible to expect the existence of anything in the media. It was a good read and if anyone is to change the rising issues with primitive radio it would be Kerr, to fix any problem resorting to a study of the issues origin and pursuing it’s initial fundamentals is always the correct direction to head in.

  22. Christina Huck says:

    It’s good to hear that radio is trying to step up their game and stay in the business. The only way they will be able to do that successfully, is to listen to what the listeners have to say. It should be all about them. They are radio’s revenue. Everything that is done needs to target the audience, which makes number 1 such a priority. The radio has GOT to listen to the listeners, because if they are not pleased then radio will go nowhere and remain as is. Now a days, most stations that play “hit” songs, ONLY PLAY HIT SONGS. Over and over and over again. It’s annoying and no one wants to listen to that station. In order to achieve number 2 the advertisers and radio stations need to make ads what catch people’s attention, and spread them out. It seems like every time I listen to the radio one song is played, followed by 20 minutes of ads that I tend to tune out. They need to be more spread out or else people are just going to tune into another station with music playing until the ads are done. It’s comforting to know that radio stations are entering the new era and taking advantage of location based mobile services. It will help them greatly if they actual go through with it.
    I am interested to see how all of this plays out and see how much/or little radio will improve.

  23. Rachael Clark says:

    I think that radio is going to have to begin to evolve or it will be left behind just like everything else. Personally, my car came with XM radio built in, so if I am tired of my iPod or CDs then I will listen to that, but I usually just cannot bring myself to it. The radio just plays the same songs over and over again. There is one playlist selected for the entire weekend, and that is all you can hear. I understand that radio stations cannot give every single person what they want, but there is always a time and place to branch out and try something different. It is nice to hear that radio is beginning to take the measures needed to keep up in this ever changing technological world.

  24. Gabrielle Krotser says:

    After reading this article I think that Kerr’s Five Trends could be valid across any media medium. I think that advancements and staying up to date in any aspect of media are important no matter what. Its good to hear that Radio is following this wave though. A radio listener myself, I can say that it would be ashame to see it die off, which doesn’t seem to be the case at all. I feel that although many people tune into their ipods and mp3 players there will always be the need for public radio.

  25. Catherine Rodgers says:

    It is important for the radio industry to explore it’s digital options. Like Jim Kerr said, radio needs to find links between the traditional and the ever expanding digital industry. I believe the radio industry, just like magazines and newspapers, needs to put an emphasis on the customer’s interests and behaviors. Kerr also talks about the importance of advertising within the radio industry. As the industry becomes more digital I believe that advertising will increase. The radio industry has a great opportunity in the future as along as it can find ways to compete digitally.

  26. Kevin Williams says:

    Radio is still a powerfuk medium through which to reach people because it is largeky available. For those persons who live in rural areas or underdeveloped countries, radio may be the only link to the outside world. We may run the risk of pullibg the plug on these folks by upgrading media to such an extent that it becomes prohibitory to those less fortunate persons because they cannot either afford the new technology or it can not be accessed in their area of the world.

  27. David Collier says:

    In my opinion, radio will never die. It is like newspapers. There are things that come along that are technologically more advanced than the traditional radio such as iPods, satellite radio, and Pandora, but there will always be people that want what is easy and free, which in this case is the radio. I agree with everyone that it does get annoying at times hearing the same songs over and over again that will ultimately result in listeners giving up and just using their iPods, but then again, most music radio stations take request from listeners so they can hear exactly what they want. Then, there is talk radio. Whether it be about traffic, news, politics, sports, or weather, people will always have the need to hear about these things on the radio. It is sad that radio is not as big as it used to me, but by no means is it dead. Radio is still alive and kicking, and it will be for a very, very long time.

  28. Ansley Lance says:

    Even though there is a decrease in radio listeners, radio will never die. Because this is how some people have always got there news and would like to get it that way. But radio is like newspapers, they will not die. But I agree with everyone about if you take away radio then some people might not be able to keep connected with everything that is going on in the world because they might not have money to afford the newer technology that is out there.

  29. Tiquilla McDowell says:

    A lot of people still listen to the radio although it doesn’t seem like it. I think radio is going to have to make a lot of changes to stay in the scene. I am the type of person who has a radio in my car, but I will opt to listen to my iPod touch instead. The radio doesn’t keep my interest like it did when I was younger.

  30. Ryla Lind says:

    The radio should grab people’s attention. I know when I listen to radio, sometimes it is irritating because they either have too many commercials or the play the same songs over and over again. I don’t believe the radio will die; it just needs some adjustments. People have new ways to listen to the radio like Pandora or online, but I think some will still like to listen to the radio. It is good that radio is going digital because it is advancing with this newer technology. Radio wants to keep up with technology just like newspapers and magazines; they are just finding ways to do that and keep the people happy.

  31. Kayla Peeler says:

    It’s very good that radio is taking steps to being more appealing to the consumer. There is so much competition for radio. They have to find something to offer listeners that c.d.’s, ipods, books on tape, or whatever else are unable to offer. I think they are on the right track with their ideas. Implementing the plans will be the hardest part obviously.

  32. Samantha Stack says:

    Radio is an everyday part of life that most people take for granted. It is so important that it is changing and evolving as technology does. I think that radio stations are doing more to stay up to date than newspapers are. A lot of people will listen to their ipods in the car instead. Radio needs to find the balance of commercials and songs and keep the music they play true to the kind of station it is supposed to be.

  33. Shelby Reding says:

    Radio wont ever die in my opinion. One reason being that it is the easiest way to get outside information in a car. No one is going to read the newspaper in the car or try and watch the news on television in the car. Although I am one of those people who prefers to listen to a CD or iPod there are plenty of people who are wanting information all the time.

  34. Madeline Bowen says:

    I believe that the radio is always going to be used by the public because even though technology has made tremendous changes in the past there will always be people that simply cannot afford these new technologies. The radio is easily accessible and does not restrict many people at all. It gets pretty good reception in most places which provides for a better public use. I think that even though there are many radio competitors none of them will be able to create a radio that can be as useful to the general public. XM Radio is also making a big impact on the world because there are so many different channels that appeal to many different people. Interests among the public can change but the need for universal radio will always be in demand.

  35. Cliff Kinney says:

    In my opinion the chances of the radio industry ever completely going under is slim to none. Radio remains a valid source of entertainment and news. Between that and the massive amounts of time that individuals spend in their vehicles there is no way radio can go under. If you think about it a very large portion of a persons day is spent inside a car driving to or from work, class, or other activities. In metropolitan areas a simple trip to work and home could mean over an hour both ways. Sure CDs, Ipods, or in some cases TVs can be a valid source of entertainment in cars but the same set of songs over and over get boring, sometimes even annoying. The Radio provides an outlet of entertainment and news that other technologies have yet to fully master.

  36. Ashley Jones says:

    This article was is very interesting. Radio is a great source of news and entertainment, and in my opinion, it is the best. I can’t wait to see what new changes are going to be made with radio in the near future. Radio is going to become more than just something that someone listens to one when they’re in their car or home bored once it begin to focus more on its listeners. The listeners are the ones that keep radio alive, so it is a great idea to focus more on what the people want.

  37. asha Chatlani says:

    I love the radio. Yes I do have an ipod but have the songs i have on then I would not know about if it were not about radio. Radio just like magazines just have to become more modern. I listen to pandora alot more then my actual ipod. Radio is something I don’t see going anywhere, maybe the djs or the commerical but not the music.

  38. Lakedrick King says:

    The radio is one of the oldest types of commutative ways that the people in moder day society have been using to help circulate information. With out the radio iIdon’t think a lot of people would be able to function. Personally its a part of my every day life I rely on the radio for so many things you would believe it. Active listeners who use the radio as mush as I do know that the radio is here to stay for ever until the wheels fall off.

  39. Keiunna Thompson says:

    This article is interesting in the fact that I thought, like newspapers, that radio was dead. That was, of course, before I myself began listening to a radio station that I now hold dear to my heart and would hate to see it brought down, but this article gives me hope. The main part about this article that stuck out to me is that radio is going to focus more on location-based service which is important. It’s not like we in Mississippi want a radio station that’s telling us what’s currently going on in California, that’s absurd! I’m very excited to see what all of this “digital” talk means for radio.

  40. Kelly Scott says:

    Radio is so important in our society but has been losing ground when it comes to all the developments that the Internet, TV, and magazines have made. It is reassuring to know that radio will be making changes to catch up to the advances that other forms of media have made. The most important change being made is having more communication with the listener to make listening to the radio a personal experience. I think it is also crucial that radio takes steps to move into the digital age. Radio is such a great source of news and entertainment and it is crucial that radio takes these steps to progress forward in this new age of technology.

  41. William Crosby says:

    Right now, I only listen to one radio station, which is the San Francisco station KFOG. I am from San Francisco, so i have listened to it my whole life and I now listen to it on my computer. But, I do not get this whole “digital” advertising thing. This station is still relevant to me because of its content, not advertising. I love the music they play and what the DJ’s have to say, and I mute the station, even when I am listening in a car, when the ads are being played. So, for me at least, as long as the content remains relevant to me, I will keep listening. And I doubt I will ever care about the advertisers.

  42. Jade Amerson says:

    It always amazes me that the producer of a product turns to the insights of the consumer in the midst of crisis. It seems that this should have been part of the initial process. How can you sell a product without first knowing how the consumer will recept it in years to come. Another interesting point that the article made was that digital media is refocusing its attention on radio, one of the earlier, less modern inventions. It just goes to show how ingenuity does not always come with new inventions. Sometimes, it is a matter of redefining or reassessing the resources we have now.

  43. Hattie Wheeler says:

    I am glad to hear that radio is making improvements but I am not sure I fully understand what they are trying to accomplish with digital advertising. The point is that hardly no one listens to the radio anymore because there will be about 10 minutes of ads followed by a total of 2 songs and then play ads again. It is annoying and gives me a headache. Radio needs to figure out something with their sponsors and come up with a happy medium to where listeners don’t get bored or annoyed and change the station or flip on their ipod. I like that they want to focus radio more on location because that will get a better feedback I think but if a radio station cuts out half of its ads, I would be glad to listen.

  44. Briana Dubaz says:

    I agree with this blog because radio in the past has not sought the viewers it was trying to reach. I believe that it should be a priority of radio stations to broadcast advertisements relative to the age group of the listeners. For example if i am listening to a young hip-hop channel i do not need to hear diaper advertisments, but i would probably listen more carefully if they were advertising a sale at a local mall. The
    “future of radio” sounds very promising and effective.

  45. Nathaniel Weathersby says:

    I’m happy to see that the radio industry has identified that it must change and has now outlined the changes needed in order to secure its future. I like how one change focuses on advertising which is a big part of revenues. I notice that radio stations already somewhat cater certain advertisements to target audiences. My mother only listens to gospel stations when we ride together. The ads on these stations are very obviously geared toward black listeners as pop and rock stations air ads targeting for a younger audience and so on. Although a sort of audience targeting already exists within the radio industry, I like the idea of somehow enhancing advertisements. Radio ads these days seem repetitive and has problems capturing and holding audiences’ attentions. Those that are successful in being both unique and interesting are the ones that get the most attention. Radio stations should put more pressure on advertisers to make commercials that utilize the most of the short time they get on the air.

  46. Candice Stanford says:

    I think this was a very informative and interesting article. Radio definitely plays a major role in today’s society. I was very suprised to know that radio is making a comeback. I know how much my grandparents use to listen to the radio when they did not have television. The facts of how they relied on radio for everyday information or to hear major events was very important them. I think the radio is just as important as all of the new technology as well as television. I know for me I have heard some major concerts and advertisments being announced over the radio that I wouldn’t have known about if I werent listening to it in my car.

  47. Valone Gordon says:

    When I was younger, the radio used to be what informed us about everything. In today’s society the radio has so much to compete with. I think that if the future of radio wants to stay progressing, they will have to make some serious changes in order for that to happen.

  48. Joliasa Miller says:

    Its great that radio is making a digital change to keep on surviving. The reality is… even if they are making the changes to keep advertising and keep the bills paid. What about the audience? It doesn’t matter if they keep running if they have no listeners. Plus with the digital age moving so fast will they ever be able to catch up. Radios are already far behind other mediums it will be kind of hard to catch up so quickly. Radios really need to think outside the box and bring in listeners and advertisers at the same time. True people have Ipods and other music devices but if they provide something that those devices can’t then it will bring in more listeners.

  49. Paige Dominick says:

    I am happy to hear that radio is going to step up and try to evolve. However, I do not feel like that is going to make a difference. There are too many ways to access music whenever you want it. For example if you are dying to hear a song and the only resource you have is the radio you may never get a chance to hear it unless you call in the radio station or leave your radio on. If you have an ipod you can go find the song on itunes or some other website and listen to it whenever you want.

  50. Adriana Mercier says:

    I really hope that the radio has a come back. The new technologies that this article discusses sound really impressive along with the idea of radio going digital.I am glad the radio is stepping it up and trying to do better.I would hate to see it go down even farther. Radio has had such a hard time surviving because of i-pods and mp3 s and i would hate that. I personally would rather listen to the radio than my i-pod;however, i know i am of the few that would prefer that. I hope the radio does something outstanding that draws more listeners in!

  51. Sydnee Stafford says:

    This is a great article and I am glad that radios are taking a step in the right direction and trying to gather data to recognize what their consumers want to listen to. I am glad that the radio is trying to bounce back from it’s declining rates because I love it! I understand that a BIG part of radio is advertising and stations would be nothing without their advertisors and I respect the fact that they are doing their best to cater to the opinions of everyone. Less advertisment would be great though!!

  52. Paris Crawford says:

    The new year of 2011 brough along new innovations for the radio. Unfortunately, there is not enough money to allow radio to continue using the same strategies it has used for many years. The new trends will be more evolutionary than revolutionary. Priority one: Radio would like to become more interactive with its listeners, as do all other media in the future. When we listen to someone on the radio, in a sense they become our friend. To keep listeners entertained, they must be very friendly and have the personality of a great talk show host. Since their face and facial expressions can not be seen, everything they say should be genuine. People listen to radio stations for many different reasons. Some listen to the radio for mood changes. The music and conversations held on the radio can make you feel better or dampen your mood. In radio, there are a lot of ads used. Every commercial break there is usually an ad. Now, companies are using ads to target listeners based on their actual interests and behavior since so much money is wasted or not seen. Another new trend is that digital agencies will be giving more attention to the radio. This will have a great effect for the future of radio. Lastly, radio will use new trends to go in stores. This will be a huge year for radio. I am expecting a lot of changes.

  53. Erica Marconi says:

    This article was a good read and it’s nice to know that radio is changing and trying to become more digital. Radio has a lot of competition with today’s technology and it is great to see that it is trying to make a comeback. Using individual ads, radios would be thinking of their customers first. On the other hand though, digital radios are not very common and these trends may leave some people behind.

  54. Natasha Wilbourn says:

    It is great that the radio industry has decided to step into the new “world” of audio. Digital is by far the best (comparing to analog). With radio, you must satisfy your listeners, because you get no second chances. It’s either you like it and tune into the station or hate it and never listen. I think the radio industry will get more listeners, hence a larger audience after converting to digital.

  55. Deanna Gentry says:

    Radio, just like every other type of media, is trying their hardest to compete with its competitors while not failing and falling behind. Radio as of now is not as popular as it was before. I will not say that the radio industry is dying, but I will say that they are the most stable and nothing else. The only time that most people listen to the radio is if they are driving, listening to their favorite sports because the visual is unavailable, or if the person driving doesn’t have their cds, mp3 player , or ipod. I belive that the radio is the last resort to most people when it comes to entertainment and enjoyment. No one looks forward to listening to the radio, it’s just that it’s the only thing that they have so why not? In order for the radio industry to get ahead and stay there, there has to be a lot done in order to sucessfully compete with television, internet, and other media outlets.

  56. Heather Applewhite says:

    I don’t know… I think that radio is up to the advertisers. Yes, they’ll pay to put their ads on the more popular stations but if the ads don’t flow and if they annoy the station will lose listeners. Radio is free to the listeners. You can be in a car or you can buy a cheap radio/cd player and that’s it. People listen to the radio or they don’t. I mean maybe the music industry is getting a little dull but sports fans will continue to listen to sports and talk show people will listen to talk shows and classic music people will listen to classic music. It won’t stop. Sure satellite radio is available. The majority of people I know do not have a satellite radio except one and he stopped listening to it. I think radio will always be there to pass the time just like it’s done from the beginning of it’s time.

  57. Heather Applewhite says:

    I don’t know… I think that radio is up to the advertisers. Yes, they’ll pay to put their ads on the more popular stations but if the ads don’t flow and if they annoy the station will lose listeners. Radio is free to the listeners. You can be in a car or you can buy a cheap radio/cd player and that’s it. People listen to the radio or they don’t. I mean maybe the music industry is getting a little dull but sports fans will continue to listen to sports and talk show people will listen to talk shows and classic music people will listen to classic music. It won’t stop. Sure satellite radio is available. The majority of people I know do not have a satellite radio except one and he stopped listening to it. I think radio will always be there to pass the time just like it’s done from the beginning of it’s time..

  58. Meghan Jackson says:

    The radio very important and a lot of people don’t realize it. I can recall a time when Katrina came there was no power. We used the radios to keep in contact with decisions made as far as school and updates on progress. Sure enough radio is one of the oldest types of media we use but it still has affect in helping circulate information. With out the radio during that storm a lot of people woould have been clueless as to when the city would restore power. I think some people don’t weigh radio as an important news media but if you look at it nine times out of ten all you need is a pair of batteries and you good to go where as these computers need wall plugs for the ac adapter and televisions as well. Active listeners who use the radio are informed on all kinds of topics such as gossip in entertainment, sports, political news, etc.

  59. Meghan Jackson says:

    The radio very important and a lot of people don’t realize it. I can recall a time when Katrina came there was no power. We used the radios to keep in contact with decisions made as far as school and updates on progress. Sure enough radio is one of the oldest types of media we use but it still has affect in helping circulate information. With out the radio during that storm a lot of people would have been clueless as to when the city would restore power. I think some people don’t weigh radio as an important news media but if you look at it nine times out of ten all you need is a pair of batteries and you good to go where as these computers need wall plugs for the ac adapter and televisions as well. Active listeners who use the radio are informed on all kinds of topics such as gossip in entertainment, sports, political news, etc.

  60. Radio, in my opinion, needs to change a few things just like this article says. Radio moving towards digital media is a great idea that will help advertisers attain more customers, which is what today’s media is all about, save the news. I can honestly say that I don’t listen to radio because, just like a few people have stated already, I hate listening to the same songs and advertisements all the time. Advertisements on the radio aren’t informing me of anything I didn’t already know from the TV or other media sources, and in fact, advertisements on the radio are just plain annoying. Although listening to the radio provides a few things that people can’t hear from anywhere else, I do not believe that the industry should be sticking to its norms from the past. Digital is the rising trend in today’s society. So, I’m sure that becoming more digitalized will strengthen the radio industry and make it more user-friendly for listeners.

  61. Robyn E. Simmons says:

    Radio has advanced significantly since it was first invented. Years ago, the radio had a greater purpose. Radio was used to listen to the news. Today, people who use radio listen to music, games, and are even informed on events that may come to town. Ads are even played on the radio. Radio is declining because of the many technological trends that are availible now. Mp3 players or ipods allow you to customize your playlist, playing o nly what you want to hear. Radio, on the other hand, only play the genre of the station. Listening to games on the radio is being demolished by the ability to watch a game live on the internet. But, the ads on the radio are customized for the area in which you live. Radio has it’s pros and con’s but I belive it wil be one of the many things to be advanced and upgraded.

  62. Kyle Ishman says:

    The radio is a dieing art because of the emergance of ipods and other mp3’s. I personally don’t listen to radio’s because I have a ipod and I know exactly what I want to hear, I then program my ipod accordingly. With all the commercials and ads to go along with the repetion of the same five songs the radio just isn’t very intriguing to someone with a mp3 or ipod. Saying that I’m encouraged by the radio’s effort to stay afloat by digitizing all of there radio broadcast. That should help them out and I’m glad the radio isn’t just the lay down while the world is changing all around it.

  63. Courtney Smith says:

    My opinion is that radio has really advanced to the next level. We would usually just hear music or maybe even new on the radion…now we can pretty much find out as much information from the radio as we can from the radio. With all of the advertisements for business and other places we don’t have to look up numbers or addresses anymore because they are broadcasted all over the air.

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