|Syndicated Morning Show Host Elvis Duran|
“It’s easy, accessible, and comes in every car,” said University Of Maryland student Avraham Ginsburg when asked why he listens to terrestrial (AM/FM) radio. Since Satellite Radio and Pandora have started becoming popular, people have been questioning whether or not the old technology, terrestrial radio, will be able to survive the new technologies. Radio has managed to stay alive using new technologies like Internet radio, smartphone apps, and social media, but most importantly, radio has one thing that Satellite and Pandora can't offer: content.
The State Of Terrestrial Radio
When Satellite Radio and Pandora came out, many people thought that terrestrial radio listening would slow down and eventually die out however, this has not been the case. As seen in the graphic above, a recent report by Bridge Ratings LLC shows that radio listenership has actually gone up since 2006. Even in today’s world, with new technologies constantly being released, over 90% of the United States population still listens to AM and FM radio.
Terrestrial Radio is a Medium Like No OtherThe technology in traditional radio very rarely updates, so what is it that keeps listeners attached to their radios? In the video below, radio consultant John Harper tells us what is keeping radio ahead of the competition.
Being someone who works in radio, I see the truth in this. This past summer I interned with Elvis Duran and the Morning Show. When listeners call in to the show, they almost always end the phone call by saying something such as “you guys make my morning so much better” or “I love waking up to you.”
Although SiriusXM also has content similar to radio, it does not have the local aspect. When one turns on their AM or FM radio, they will hear local information that is relevant to them and their communities.
Another large aspect in AM/FM radio's continuing domination of the radio industry is accessibility. Radio can be listened to in many different ways; in your car, on your clock radio, on your cell phone, or on a portable radio.
One of the easiest ways to get the latest news is through terrestrial radio. An example of this was seen during Hurricane Sandy. During the hurricane, New York radio stations played a large role in keeping the public safe and providing them with information. For days, radio stations put their normal programming on hold and provided critical information such as storm tracking, the locations of food and supplies, and the names and locations of gas stations which still had gas. The Vice President of Whitney Media, Kevin Elliott, tells us more about how radio stations helped out during Hurricane Sandy.