A few days ago a column ran in this space — “Seismic Shifts Remake the Radio Industry” — written by Paul Goldstein, a consultant for new media companies. While there truly is a seismic shift in perception of broadcast radio and the facts surrounding it, it’s not the one that Goldstein claims, and the facts — and the research — bear that out.
Scarborough USA Plus data shows radio has actually increased its reach of adults 18-54, 25-54 and 18-34 over the past five years. Radio accounts for more than 90 percent of almost any demographic segment of the consumer market every week. And many are surprised to discover that radio is the leading source of reach among media entertainment.