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December 29, 2008

Radio Rediscovery Update

A few weeks ago we noted a USA Today snapshot with the headline Radio rebounds with iPod generation. Read it here. We suggested that this was the latest evidence of the rediscovery of traditional media including radio. The month before we had reported on the results of a Nielsen Media study showing that web users are big TV viewers.

The latest study to suggest that traditional media are regaining respect comes from the consulting company MS&L and Ipsos Public Affairs. According to their press release:

Traditional and online media are both important sources when it comes to sharing news....More than eight in ten influencers say they often go online to find out more after hearing something on TV or radio (84%).

Advertising Age quotes Renee Wilson of MS&L as saying, "Traditional media still has the capacity to spark word-of-mouth."

As we've pointed out many times, the death of radio has been greatly exaggerated by the new-media pundits. Expect more of these studies and stories as the pendulum swings back towards traditional media.

Posted by on December 29, 2008 at 02:39 PM |

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