The earlier generation lived on radio and television as entertainment. While TV is a still a permanent fixture in the household, radios are rarely seen in people’s homes nowadays. Many people are saying that it is the end of the radio industry, while it is true to some extent. People are not buying radio players, cassette tapes, CDs, and its various accessories but it doesn’t follow that radio is considered as a dead industry. “The radio can have odd functions for patients’ (and all of our) psyches.”, according to Peter D. Kramer, an American psychiatrist.
For the past two decades, the world has been witness to the advancement of technology and the magnitude of its effort to people’s daily lives. Music can now be accessed through various means and different avenues. Any song can be found online in a matter of seconds, and the consumer can buy the song or stream it through YouTube, Spotify or Apple Music.
Due to these changes, it is safe to assume that the radio industry is dwindling down; however, studies show the opposite from the expected projection of the industry. Nielsen revealed a report which states that the second quarter of 2015 has shown the highest number of people listening to radio ever recorded. Also in the 1st to the 3rd quarter of 2015, it was recorded that 245 million people had the chance to listen to the radio at least once a week. The number is 91% of the American population above twelve years old, and this fact is a gem to the advertisers.
The New Radio
The vital reason why radio still exists in our society is due to its accessibility and availability. Most people with cars listen to the radio on their way to school or work. After travel or commute during peak hours, the number of listeners drops as they turn to a different mode such as mobile phones, computers, mp3, etc. occurs.
Many experts believe that the essence of radio might change over time to adapt to the different improvements; for instance, streaming service and subscription might gain most considerable audience traction. The goal of the radio industry is to promote listening to the radio in general through coming up with ingenious ways to capture audience interest. Other radio stations venture to different genres other than music to tap a diverse target audience; after all, not all people driving want to listen to music. Some would like to learn new things and even seek counseling in dealing with their relationships through love advice on the radio. Maybe spiritual talks and discussions are also available. Dr. Joy Browne, a psychologist, states that radio talk shows are a good start towards healing. “It’s a start,” says Dr. Browne. “It clarifies things and moves people in a new direction.”
Still a Long Road Ahead
The radio industry is striving and no way near extinction. Just see the earning of one of the world’s highest paid radio host, Howard Stern. It is believed that he received around 90 million from June 1, 2016, to June 1, 2017, which only proves that talking can make you productive.
Maybe opting to turn on the radio for music is not the best alternative for listeners since they can use their phones or computers to direct them to the song that they want to listen. Therefore, the best strategy for the radio industry is finding the sweet spot that interests the listeners that they would be willing to stay tuned for a long time and making listening to radios a part of their daily routine. Increased number of listeners would mean the influx of advertisers, therefore creating a vibrant industry for the radio community. “Psychologists on radio and TV shows are now part of pop culture,” says Sheenah Hankin, a Manhattan psychotherapist.