Radio is the Dominate Reach Medium
In terms of the American population, this means that 243 million people over the age of 12 are listening to old-fashioned broadcast AM/FM radio every week. It may all come down to the fact that as long as we have cars, we’ll be listening to the radio. And since I can’t see a time coming when that won’t be the case, it’s quite clear that radio – and its tremendous reach – is here to stay.
In this sense, radio is the true “mobile” medium despite what technology companies will have you believe. Recent research shows that most of our time spent on mobile devices (smartphones and tablets) actually takes place at home or in the office – not when we’re mobile at all! But radio listening occurs when we’re out and about in our cars.
(Article by Doug Schoen www.Forbes.com)
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