Writing a piece for All Thing D, Mary Beth Garber, Head of
Radio Analysis and Insights, Katz Radio Group says radio has increased its
share of adults 18-54, 25-54 and 18-34.
She makes her points to counter an article “Seismic ShiftsRemake the Radio Industry” — written last week by Paul Goldstein, a consultant
for new media companies.
Garber acknowledges while there truly is a seismic shift in
perception of broadcast radio and the facts surroundin. Scarborough USA Plus
data shows radio has actually increased its reach over the past five years.
Radio accounts for more than 90 percent of almost any
demographic segment of the consumer market every week. And many are surprised
to discover that radio is the leading source of reach among media entertainment.
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