Radio is Shrinking as a Source of News

As the Internet becomes a more important source of "news when you need it," all traditional media – including radio – are becoming less important sources.

So says this survey.

This is another way of saying that if you're in the news business, you are necessarily in the business of getting the news to your audiences their way, not yours.

Thus, any news-oriented station really needs to assess what fraction of its resource commitment is devoted to its digital strategy versus its over-the-air strategy.

Make sure you allocate with your future in mind, assuming you intend to have one.

Note, of course, that news needs and the needs fulfilled by Talk Radio are not the same. Does this suggest that Talk stations can be online powerhouses for news while still over-the-air powerhouses for Talk?  

Why yes, yes it does.

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