*My interpretation of what happened to terrestrial radio is that management failed to realize that most people aren’t stagnating in their own musical past.
They want new music, old music, rare music and just plain old good music. Terrestrial radio has cornered the market far too long without any regard to listeners’ needs.
Nevertheless, a prolonged slowdown in the advertising market would leave terrestrial radio stations with little choice but to press its case of declining advertising and layoffs.
Clearly, it is too early to say exactly what the trajectory of terrestrial radio will be like; after all, we’re in the middle of a prolonged economic recession and the decline in media advertising is affecting all media, not just radio. Nonetheless, one has to take seriously all the talk that the decline of radio has begun and might as well follow newsprint and maybe into a new reality and economic business model, if not decline and oblivion.
Several independent indicators seem to support such apprehensions, including the surpassing of ad dollars directed to online information sources and at an increasing rate at that! Since the “science” of tracking radio listenership, and I use the word “science” in this context very loosely, has never been seen as particularly trustworthy, one can look to other signs along the way that support the ascendancy of other media and the demise of traditional radio. Let’s enumerate some of the more obvious ones.
In its report, ‘Internet Radio Makes Waves,’ eMarketer says terrestrial radio will continue to struggle in 2010 as advertising expenditure drops by 18 percent from that in 2009, resulting in ad revenues of $14.5 billion. In fact, according to the Radio Advertising Bureau (RAB) the first quarter of 2009 was the industry’s worst quarter ever in terms of ad spending.
The number of Internet radio listeners is also, as you might imagine, on the rise. Based on Arbitron and Edison Research, 42 million Americans aged 12 and over listen to online radio in a given week, up from 33 million in 2008
TNS Media Intelligence reports Internet advertising grew by 13% to $8.3 billion during 2005. At the same time spending on radio and television advertising has declined since 2004. It’s amazing to see that Internet advertising, something that did not exist 10 years ago, now ranks ahead of radio advertising, something that’s been around for decades.
One example of Internet broadcasting is Love Drop Radio. The station’s mission is to drop the love back into music and to reach the global listeners of all demographics. It’s goal is also to highlight Las Vegas all over the world. We feel that it is time for the world’s best entertainment hotels, casinos and resorts to get on the global media map via Internet Radio and we will give our advertisers as well as the listeners an instant connection for a mutual exchange of their many brands, products and services that are not reaching their full potential with local terrestrial stations. In short, Love Drop Radio will help global branding for many of our advertisers worldwide.
Love Drop Radio listeners will be very happy and pleased to hear a diverse genre of music from smooth to groove r&b, hip-hop, jazz, pop, gospel, reggae, funk and touching on country and blues with plenty of drip dropping appeal to relax the listeners minds. Love Drop Radio’s local, national and worldwide news center, “The Vortex,” will keep you in touch with the news, weather, sports events and breaking news to always keep you informed.
Love Drop Radio’s objective is to connect with the global universe of music listeners. Love Drop Radio aims to bring back real music to radio and reclaim our peace of mind, heart and soul. Love Drop Radio is committed to fulfill the void of the declining, decayed and suppressed music that has poisoned the minds of the world’s listeners.
J R Perry