• Fred Jacobs

The Greying Of Radio



Radio is a medium of contradictions.

It has long punched below its weight, often out-reaching every other mass medium. And yet historically, radio has failed to earn a commensurate share of ad dollars despite its ability to efficiently sell products and put butts in seats.

But true cognitive dissonance emanates from radio’s inability to market its format/demographic diversity that fades away with each passing year. An industry that once regularly featured jazz, classical, oldies, and Triple A stations in many markets now eschews them in favor of more 25-54 year-old friendly outlets, even if that means having stations that simply duplicate others in the market.

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