Radio's Future as an Advertising Medium

Implications: The future of radio as an ad medium is discussed in this article, along with implications of digital media habits among consumers.

Analysis: This commentary on the radio industry and its future as an advertising medium is critical reading to anyone interested in radio, whether as an investment opportunity or just to learn more about the industry.  Self-disclosure:  I've known the author, Rick Ducey, for years, and he is as solid a researcher as you can find.

Radio has been under attack from many forms of audio competition, led by the iPod generation (Apple), satellite radio (XM and Sirius) and internet radio.  Plus Congress is considering a performance tax on music that could hurt the economics even more.

Ducey looks at the big picture, and clarifies that radio has a lot going for it as a medium, but it will take some new mindsets and approaches to move the industry away from its reliance on traditional :30 second advertising spots.  Good reading.