... Asks Caryn Mathes, GM of WAMU in Washington, in an essay reprinted from Current (can't find it there) for Radio Business Report. WAMU is a public radio station that recently won a well-deserved industry award for its leadership in HD Radio™. She concludes:
... However, I think that to truly “get” the importance of HD Radio, you must abandon the old metrics, and stop trying to layer those measurements on the new landscape. ¶ The days of double-digit share are gone; 1-2% may become a good share in the brave new world. The landscape has irreversibly changed, with so many platforms available to tempt the listener. Podcasts, mobile, Internet radio – the competition for ears is everywhere, as we all well know. I believe that, comparisons to Betamax and 8-tracks aside, very rarely does a format completely disappear – the pieces of the audience pie simply get smaller, and you need to be accessible on every possible platform in order to get the same aggregate AMOUNT of the pie. ...
Link: RBR.com. --Dennis
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