Edison pres embraces the new tech that represents radio's consumption growth these days

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Issue Date: 
Jul 26 2012 - 12:20pm

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Those broadcasters who feel a need to reserve the term "radio" for over-the-air AM/FM signals received by a box on a nightstand or car stereo are actually missing out: they're missing out on the chance to show that radio is "very much a healthy, thriving, and growing medium."

That's an important point Edison Research's Larry Rosin gets across in his guest post in Jacobs Media's blog today. By cordoning themselves off in a strictly "AM/FM" world, some of these broadcasters are defining themselves by a medium that's no longer the dominant force it's been for decades. But when one considers all these other new technology delivery mechanisms "radio," it's clear that "radio is booming. When one thinks of all of radio, I have to believe there is more consumption than at any time in history," Rosin writes.

Rosin, Edison cofounder and president, encourages the industry to abandon the view that radio is limited to AM/FM delivery (which dooms it to a gradual slide from preeminence), and let on-air take its place among the variety of audio content delivery media. A good step in that direction, he argues, is to get behind Arbitron's efforts in building an "all radio" ratings system.

"In the UK, where all forms of radio are measured together, this assertion has already been made. As I travel around the globe I generally hear nothing but optimism about the medium and its expansion in creativity and influence."

Read Rosin in JacoBlog here.

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