Podcasting and MP3 players are stealing radio's audience, according to Bridge Ratings. According to Dave Van Dyke, President of Bridge Ratings,
- By 2010, today's 94% penetration for terrestrial radio will have sunk to 85%
- 27% of people 12-24 attribute their reduced use of radio to MP3 use;
- 22% attributed it to tired radio programming;
- 3% attributed it to podcast listening
According to Van Dyke the days of top market - top station margins in the 40% range are numbered. He further predicts that the hot stations will to fall into the 30% range and the entire industry on average to fall lower. Sounds like a very great future for public radio, but I guess that they will (although late) will re-position themselves to the new disruptive models and tie top Podcasters and personalities to their network. They certainly have the people, money and network to do that.
Tags: Podcasts Tags: Podcasting Tags: Radio Tags: Disruptive Media Tags: MP3 Players
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