By Jerry Del Colliano The last battle is coming between good and evil before the day of judgment. I call it Armageddon Radio. For years now I have been warning that the radio industry would forever decline if it did not embrace the digital beyond. Many of you agree. Radio CEOs do not. But now even they cannot dodge the mounting evidence that just running on-air stations will not be good enough to sustain a growth industry. Don’t take my word. At the recent BIA/Kelsey conference in Jersey City (hooray for that conference site from this Jersey boy), they made breaking news. According to accounts in Inside Radio, there is “slow growth for radio’s on-air assets, stronger growth for online” and it quotes BIA/Kelsey as saying “the media world has been irreversibly changed for consumers, businesses and media companies”. Thus, a reallocation of ad dollars. From terrestrial to online. Radio and traditional media is still a potent force but online is growing rapidly. The shift that I’ve said is driven by generational considerations is a full blown revolution. Even Clear Channel, Cumulus and Citadel – the Three Blind Mice – will have to fess up and gear up. According to Inside...
Source: Inside Music Media
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