The reason radio is struggling, many believe, is because of consolidation that has concentrated radio ownership in the hands of a few industry giants. That’s led to the slashing of budgets at stations around the country and the replacing of local on-air talent with syndicated shows.Yet, according to Media Life, these same buyers remain huge fans of radio as an advertising medium, believing it to be superior to almost all other media in reaching consumers and driving sales.
In short, their beef is not with the medium but its largest owners.
These are the key findings of recent Media Life polls on radio as it expands coverage of the medium with its fall editorial series “The new face of radio in America” and the launch of The Media Life Radio Newsletter for media planners and buyers.
In the most recent poll, Media Life asked, “What do you think are the biggest problems facing radio today?” Readers were invited to choose more than one answer.
Slightly over half chose: “Control of the industry in the hands of a few giants.”
Second, at just under half, was: “Decline of local radio with its deep communities ties.”
Third was “Competition from digital players like Pandora.” Fourth was “Ad clutter.” Other top choices were “Lack of innovation” and “Lack of compelling content. Same old music and talk.”
One thing is very clear in buyers’ responses: Their deep belief that radio at its best is a hyper-local medium with local on-air personalities listeners relate to.
Think of the DJ who shows up to broadcast live whenever there’s a parade, street festival or big school event. Or it’s an event for children and he’s there, mike in hand, maybe in a costume.
That’s old radio, before consolidation.
Media buyers would like to see it return.
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