Survey: Majority of Radio Stations Doing Nothing New Digitally

In the latest RTDNA/Hofstra University Survey, a majority of radio stations (51.8%) said they were doing nothing significantly new digitally. The percentage saying they started something important online fell 7 points to 48.2%.

Non-commercial stations were 50% more likely than commercial stations to report doing something new. Staff size made a significant difference, with the percentages reporting digital changes increasingly steadily as the number of full time news people rose. Recall, the median radio newsroom staff size is just one. The biggest markets were well out in front in digital innovation, and the very smallest markets well behind.

The largest portion, 38.4%, report focusing on digital content: More, better, special topics, different approaches. In their own words:

• Adding streaming newscasts and features
• Consistent web and social posts
• Extended and more in-depth web only newscasts
• Improved quality of news content
• In addition to the investigative stories, we have also added three separate Facebook Live shows
• Increased posting of local stories and on-demand audio/podcasts
• Keeping news updated
• More podcasts and video
• Posting audio of daily news summary (also podcast)
• Started high school athletics coverage on air, online and new social media

15.2% indicate doing more streaming – in general or, most often, via Facebook Live. In their own words.

Web sites with local news

80.9% of stations said no when asked if they had, within the last year, “added or eliminated anything meaningful” from the station website.

So what did the other 19% do that was new and different?

A third of those said they were either adding local news or more and/or better local news. After that came sales, advertising, contests and swap shops. Then streaming and new or better links. A couple added blogs or podcasts, and a couple cut back on content.