In the last decade, we’ve seen the Internet dramatically impact the newspaper, television and music industries. Everything is delivered where and when we want it, and it’s personalized for each of us. But there’s one segment of media that hasn’t yet converted: talk radio. While many of us have favorite news, sports, and entertainment programs, we don’t listen to that content through the Internet in the same way and with the same frequency that we listen to music.
That’s all beginning to change, with services like Stitcher and, to some extent, with Pandora’s new comedy programming — and it’s with good reason. Talk radio represents 35 percent of all terrestrial radio listening. It’s a $5 billion piece of the $15 billion radio advertising market. So why is this part of the market the last holdout of the Internet revolution? Why are we only beginning to see the familiar digital shift in talk radio now? For this segment of the market, unlike news, television, and music, Internet access isn’t the key to adoption — mobile Internet access is.
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