Kassof Study: Radio Execs Optimistic About Industry's Future
March 4, 2013
In new research from Mark Kassof & Co., a majority of radio general managers, group executives and owners said they are optimistic about the future of traditional, terrestrial radio. When asked whether they are optimistic or pessimistic about the future viability of traditional radio, 69 percent report themselves optimistic, versus 17 percent who say they’re pessimistic and 14 percent who don’t know or are unsure of radio’s future.
Among those who are optimistic, 50 percent gave radio’s local connection and service as their reason why, which was far more than any other reason offered in the study.
Kassof notes that while there were too few to tabulate in the sample, the impact of major ownership groups and budget cutbacks were the most common reasons volunteered by those pessimistic about radio’s future.
These research findings are based on 104 online surveys of radio station general managers, group executives and owners in the U.S. and Canada. The survey was conducted February 20-28, 2013. More details can be found at kassof.com.