Stations report listeners getting more comfortable with "time-shifting" content

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Issue Date: 
Apr 6 2012 - 1:05pm

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WEEI's on-demand content browserRadio listeners increasingly want to consume media on their own schedule. Inside Radio reports today on several radio stations that are offering on-demand, "time-shifted" content -- and finding success.

Entercom Boston sports station WEEI, for example, has seen a 20% growth in on-demand audio consumption compared to last year. The station generates an average of 450,000 on-demand audio plays per month and around 550,000 podcast downloads.

Meanwhile, podcasts of the "Preston & Steve" morning show on Greater Media's WMMR in Philadelphia are downloaded more than 500,000 times per month. PD Bill Weston tells Inside Radio that over half of the downloads aren't by regular subscribers. "There are a lot of people that are getting it piecemeal, they go on and find it and pull it in because they missed a day," he said.

And just yesterday ESPN Radio announced its website had seen its "best month" yet in March, with on-demand listening to through the ESPN Audio NOW Player up 511% over March 2011 (RAIN coverage here).

All this time-shifted listening will increase radio consumption overall, argues enterpeneur Michael Roberston. His DAR.fm service acts like a TiVo for radio programs (RAIN coverage here). And he tells Inside Radio the service now has 50,000 active users. But to see the increase in consumption, "radio measurement has to change, just like TV measurement has," Robertson said. 

Roberston will be a panelist at the upcoming RAIN Summit West 2012 conference in Las Vegas. He'll speak on the topic of "The Streaming Music Landscape," alongside Brendan Benzing of Rhapsody, Paul Campbell of Amazing Radio, Jamie Purpora of TuneCore and moderator Ted Cohen of TAG Strategic. Find out more here

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