Kyle Johnson
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Technology has resulted in radio’s transformation so that its very definition has changed. Radio is no longer just about sound, but so much more, noted Kyle Johnson, managing editor of radio content at Vocus Media Research Group. In an interview, Johnson talked highlights from his analysis of the radio industry in the recently released Vocus State of the Media Report.
Despite the evolving status of radio, it’s still a significant medium, noted Johnson. But it has had its challenges. “Radio has traditionally, in terms of news radio in particular, always been the place where people have always been able to go first because radio is so immediate. But what’s happening now is that technology has made other things immediate as well. People can get things immediately via their computers, via their mobiles devices, they can get alerts and texts, and that’s where radio has always kind of had that advantage,” he said. “Because radio doesn’t have that advantage anymore, people are going less and less to radio as sort of that immediate area to get their news. Having said that, because of the infrastructure of radio and because radio is taking advantage of these other technologies as well, it’s still a viable source for people to get their news and information – it’s just not the main source and it’s not the only source.”
Unlike streaming services, traditional radio provides news and information, as well as personalities, said Johnson. Services such as Spotify and Pandora are considered “jockless.” Another strength radio has is that it can be interactive, while meeting the needs of a listening community. Local radio, especially, is always looking for news that will affect its audience. Meanwhile, listenership in Hispanic and African-American populations is only growing, he said. “It’s all a kind of symbiotic relationship between radio and the community.”
Johnson advises PR pros to take advantage of pitching radio stations and the multiple platforms it now exists on. But keep in mind deadlines depend on the particular station and its format. “They’re usually a little more broad, it’s less likely that a radio journalist will cover something very specific as compared to someone who works for a newspaper or magazine,” he said.
So while radio continues to be a solidly viable medium, the survivors will be those stations that fully leverage the technology and platforms available. The successful stations will utilize an HD signal, have an advanced website, offer video, and text alerts.
For more about developments in the radio industry, check out the video interview with Kyle on the Vocus blog or download the full Vocus State of the Media Report.
— Katrina M. Mendolera
