Radio internet listening – hit, or myth?
14 August 2016 · News · Radio Tomorrow with James Cridland
Radio Tomorrow with James Cridland
In a piece in The Guardian over the weekend, former radio presenter turned podcaster Scroobius Pip says, of a meeting with US podcaster Joe Regan:
At the time, I...
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Tags: James Cridland. Radio Tomorrow
Disappointed to see reputable publishers happy to print such articles which are so unsupported by facts, figures or any credible research.
For the the truth about on line audio and live web radio listening facts - log onto www.iabuk.net/disciplines/online-audio
it is alive and well ......and growing quickly !
Hi Adam,
Thank you for your comment.
To be fair, James has posted number of articles quoting research from Rajar in his native UK. Also radioinfo regularly publishes radio listening figures from Commercial Radio Australia, the latest of which shows a 1.84% increase. http://www.radioitsalovething.com.au/RIALT/media/RIALT/PDF/ListeningSummary_2015-Infographic_1.pdf?ext=.pdf
Of course one could say that since these surveys are commissioned by bodies that are funded by traditional radio organisations, they are somewhat biased. Then again, the link you provided to the Internet Advertising Bureau UK, could be accused of the same thing.
As a reputable publisher we are happy to print the “truth” from any number of competing bodies that claim to hold it and let our readers decide.
radioinfo’s editorial position is that radio, along with other heritage media, will eventually migrate online. For the moment though, as James points out in his article, online listening is way overstated according to available figures in Australia and the UK.
In the end, however, it is all about content and not the platform on which it is delivered. And while music streaming has certainly replaced the iPod and CD stacker, and has undeniably made a dent with 10-24 year old music hounds, until the Pandoras and Spotifys can offer local news and personality, they will be hard pressed to compete head on with heritage radio. - Ed