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Friday, 31 August 2007


John Proffitt

Interesting. I personally never felt that radio was dead in any demographic, and I feel more and more that radio (or streamed, remotely/professionally programmed audio) will remain a cornerstone of 21st century media formats and services.

Well-managed audio programs streams are companions, or friends. They go places with us, they live in our homes with us and do chores with us. They go to work and school and wake us up in the morning. And audio streams, with their lack of visual stimulation, encourage at least some participation on the part of the listener to visualize or imagine what's being talked about, discussed, described.

And, as a non-visual medium, audio streams are compatible with screen-based media as well. I can listen to the radio and simultaneously browse the web, play a casual video game, scan a newspaper, etc. This companionship and compatibility and co-creativity make audio streams a particularly enduring media form.

That said, you have to do a good job of creating or architecting those streams. The youth market has been ignored, partially due to the radio industry's distractions in recent years and the assumption that youth cannot be reached. Nonsense -- everyone can be reached. You just have to work at it, research it.

I would hope that all of us in the public media sector start to learn that Media A vs. Media B arguments are senseless. We're not in an either/or media world -- it's a world of and/and media combinations instead.

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