Southern California Broadcast Association presents what analyst think about Radio in the Digital Age

1. The Analysts Know Radio
SNL Kagan sums up its relatively bullish analysis this way:
“Although some press recently has called for the eventual
extinction of broadcast radio as old media, the industry still
reaches more than 235 million listeners and will likely
remain a viable business in the long term.”
Sources: Per ComScore May 2008 ratings, 143,389,000 people logged into Google in the month of May, and
190,858,000 logged onto the internet in the U.S.. According to Radar Radio reaches more than 235 million
listeners over the course of the week according to the RADAR 97 June 2008, Radio Listening Estimates.

2. The Pundits Know Radio
Unlike other media such as newspapers, which may never recover,
those forecasters generally think radio will see ad spending begin
trending up again around 2011.
Recovery will be slow, though, and when it comes radio will be a
changed industry with a far bigger online presence than it has today.
What radio has going for it is a huge and stable audience, with some
90 percent of Americans listening at some point each week, and it’s
also inexpensive relative to television.
No less important, media buyers say radio works for advertisers,
reaching their targets and driving sales.
Kevin Downey
Media Life Magazine
February 24, 2009