BossJock1947 said:
I never said it was the DEATH of radio. I said the party is over meaning, radio like the evening news and network tv will lose audience steadily for the next several years like you've never seen it before.
Radio will be on the Internet but it will be very difficult for the average jock to find work. The Limbaughs and the Sterns will still be around and a few other high profile personalities but for the rest, enjoy your 300 person cume.
A bit extreme, IMHO - but there is some truth to this. My prediction is that we'll see some further eroding of station value to the point where owners no longer have to service a huge debt and will be willing to take some chances with different, exciting programming. Some of it will succeed and be profitable. There are some recent examples:
92.7 in San Francisco - with what is arguably the worst class-A signal imaginable, running a dance format that you would think would fail immediately. But they've made San Francisco their community. They do live events, and they have a good following in a very desirable demo.
The old KSAC - yup - they failed to make money - but I was still quite impressed with their ratings and I have a feeling they could have done way better with good management and some more local talk shows. Again - with a dismal signal.
KPIG - consistently doing very well where it's local (Monterey bay) and a good portion of the market is outside their city-grade coverage area.
Radio has the unique opportunity to be your friend down the block. The person who hosts the party where they're playing great music on the stereo. Or the one keeping us informed. I agree that the days of the money machine are over. But I disagree about the 300 cume part. A radio station can still serve the public interest, and broadcasters who do that will be the successful "next generation" stations.
To me, the party has just begun.
Dave B.