Tune In Nov22

Tune In

Radio was once a premier source of information and entertainment. Starting in 1920 with the world’s first commercial radio station in Pittsburgh, the medium grew to more than 44,000 stations worldwide 100 years later and reached 70% of the world’s population by 2016, according to the United Nations. “From its conception, radio has had a profound impact on society. It is the vehicle that brought, and still brings, music from one culture to another, creating a curiosity for diversity and opportunities for so many less privileged artists. The connectivity and community support radio offers is incredible and consistent, even though how we do radio is ever-changing,” says Jared Thompson, vice president of content for Blinder, an Auckland, New Zealand, communications and media tech firm. Radio can provide a rallying point during pandemics, moments of national turmoil and natural disasters and as a vital source of news as local newspapers decline. In fact, a radio station’s strongest asset is its connection to a community, says Donna Halper, an associate professor of communication and media studies at Lesley University: “Successful stations have relatable personalities who are plugged into the community. [They] are live and local as much as possible.” But radio is facing some stark challenges. Digital and on-demand formats, televisions, smartphones, tablets and computers have largely superseded it as a medium of choice. Platforms such as Spotify and Pandora give consumers access to the songs they want, with no commercials. Larry Miller, head of New York University’s Steinhart Music Business Program, reported in 2017 that AM/FM radio was less influential than YouTube, Spotify and Pandora as a source of music discovery among music fans 12 to 24 years old. Online listening continues to grow in almost every age demographic. Most new cars are connected to...