The earlier generation lived on the radio as entertainment. While TV is still a permanent fixture in the household, radios are rarely seen in people’s homes nowadays. For the past two decades concerning, the world has been witness to the advancement of technology and the magnitude of its effort in 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. The radio industry has paved the way for online radios nowadays.
Is It The End Of The Radio Industry?
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 various accessories but it doesn’t follow that the radio industry is considered as a dead industry. “The radio industry can have odd functions for patients’ (and all of our) psyches.”, according to Peter D. Kramer, an American psychiatrist.
Due to these changes, it is safe to assume that the traditional radio broadcasts are dwindling down; however, studies show the opposite from the expected projection of the radio industry. Nielsen revealed a report which states that the second quarter of 2015 has shown the highest number of people listening to the 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 seeking to use the radio industry.
The New Radio
The vital reason why the radio industry still exists in our society is the radio’s accessibility and availability. Most people with cars listen to the radio on their way to school or work. After travel or commuting during peak hours, the number of traditional radio broadcasting 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 industry might change over time to adapt to the different improvements; for instance, streaming services and subscription industries might gain the most considerable audience traction compared to radio. The goal of the traditional radio broadcasters is to promote listening to the radio in general by coming up with ingenious ways to capture audience interest through radio. Other radio stations venture into different radio genres other than music to tap a diverse target radio audience; after all, not all people driving want to listen to radio music. Some would like to learn new things and even seek counseling in dealing with their relationships through love advice on the traditional radio broadcast.
Maybe spiritual talks and discussions are also available on the radio. 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.”
The Industry Is Striving
The radio industry is striving and in no way near extinction. Just see the earning of one of the world’s highest-paid radio hosts, 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.
The Best Strategy For The Industry
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 to. 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 to for a long time and making listening to radio a part of their daily routine.
An increased number of radio listeners would mean an influx of advertisers, therefore creating a vibrant community for the radio industry. “Psychologists on radio and TV shows are now part of pop culture,” says Sheenah Hankin, a Manhattan psychotherapist.