Analysts Warn Of Long-Term Radio Slump

Erik Sass writes:  "... Taking the long view, radio's recent weak performance in the face of competition from a new, seemingly more attractive medium, the Internet, is just another in a series of events that have incrementally marginalized radio--but it's also worth noting that radio has always rebounded, at least somewhat. ...¶... Radio execs are pinning their hopes for innovation and growth on the rollout of terrestrial HD digital radio, which promises to target niche markets by allowing multicasts of different musical genres on a single frequency. According to Bob Struble, head of HD iBiquity, the company that controls digital radio technology, HD radio may also someday allow a higher degree of ratings transparency and advertising ROI measurement with the introduction of "buy" or "more info" buttons on HD radio sets. ..."  Link:  MediaDailyNews.