Who Needs Radio

MSNBC’s Carolyn Brown examines that question in a recent commentary. Because you get what you measure, the current audience measurement systems used at mainstream radio force programmers to over-spin proven SALES hits, rather than spend any effort on breaking new acts. Meanwhile, non-commercial radio (with a limited handful of exceptions) has become so marginalized that it cannot reach the critical audience necessary to make an impact. All the more reason not to focus on radio airplay as a way to grow your audience.