Mark Zagorski writes: "... Despite the hype, satellite may not be the real challenge for radio broadcasters. ¶ Recently, the University of Southern California Media Lab released a survey of 2,000 12- to 24-year-olds entitled 'How to Make Music Radio Appealing to the Next Generation.' The analysis found that 85 percent of the total sample "would choose their MP3 player over traditional radio as a preferred option for music." Additionally, the sample revealed that when given a choice between listening to music over the Internet or broadcast radio, 54 percent preferred the Internet while 30 percent preferred radio. And, interestingly enough in a medium that can have dozens of formats in large markets, 54 percent of the total sample said there is not a radio station in their area that plays their favorite music. Only 2 percent of the total sample listened to satellite radio. ..." Link: MediaDailyNews. Link added in excerpt. Thanks for the tip to Mark Ramsey.
Playlist has another commentary on the study, Duh of the day: Youth prefers iPods to radio. Link: Playlist. --Dennis