The airwaves are falling! The airwaves are falling!

By Steve Outing

There’s no shortage of fretting about the future of the newspaper industry. But how about broadcast radio? Sure, I’d be worried about my long-term future if I was still working for a newspaper. But I’d be sending out my resumes if I worked in commercial radio.

Here’s a story about Merrill Lynch downgrading its 1Q radio outlook to no growth from an earlier forecast of a 1% gain. I’m shocked that the industry isn’t experiencing negative growth already. The audience is moving elsewhere, and advertising dollars increasingly are moving online.

iPods, podcasting, satellite radio, Internet radio, Pandora. … With those great choices, why would I ever turn on a commercial radio station? Most of them are tortuous to listen to. The only time I ever listen to commercial radio is in one of my cars which does not have satellite radio, nor a plug for my iPod. At the point that most cars offer better music choices, commercial radio will have evolved to something competitive, or die.

Author: Steve Outing Steve Outing is a Boulder, Colorado-based media futurist, digital-news innovator, consultant, journalist, and educator. ... Need assistance with media-company future strategy? Get in touch with Steve!