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February 10 Notes.

February 10 Notes. - Chapter Four Radio Today Radio remains...

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Chapter Four: Radio Today. Radio remains important despite a wide variety of media options—it is resilient. Why Study Radio? o There are 14,000 radio stations in the U.S. o Radio is the most intimate of the mediums. o Radio is a local service medium. o Radio has been around longer than other media. Trends in the Radio Industry: o Competition: Amongst radio stations. o Consolidation: Of ownership. o Control: Over programming. These are “The Three C’s.” The three most important ways to think about radio. Competition: o There are more radio stations than other mass media outlets (television, newspapers.) Websites do not count. o Advertising revenue is lower for radio. In 2004, advertisers spend only 7% on radio as compared to 26% on TV and 18% on newspapers. o Types of radio stations. FM & AM (commercial and educational.) o 80% of all radio listening is to FM stations. o Most profitable stations are large FM station in big cities.
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