If, as the old song goes, video killed the radio star, then a survey released by News Generation Inc. (Atlanta) suggests said radio star is making a comeback. The survey
sampled 50 news-formatted radio stations, finding that more than half are streaming 90% of their content to keep listener drop-off at a minimum. Only 26% of stations interviewed
said they were using their Web sites to attract new listeners, while 54% said they use the Internet to keep the audiences they have and to make it easy for them to tune in
throughout the day.
The PR plus: Getting air time with local radio stations might mean your message will be heard by a growing number of listeners who tune in via Web casts. According to Edison
Media Research, the current weekly audience averages of 20 million online listeners could generate an Average Quarter Hour (AQH) audience of approximately 655,000 people who hear
your message via the Web. Case in point: DJs are promoting their sites on air, mentioning the Web site an average of two to three times per hour.