As an independent radio host, I’ve been told more times than I can count that radio is a “dying art.” In a recent informational interview, 67-year-old full-time music journalist and part-time radio host Chris Kresge strongly advised me to “stay away from radio” due to its older target demographic and dwindling popularity. Against all the odds, I remained firm in my conclusion that radio would remain a staple form of journalism and even begin thriving due to nostalgia for the “good ole days.” After conducting thorough research, I believe I am actually onto something.
Radio World highlights, “More Americans still tune to AM/FM radio than any other platform…93 percent of U.S. adults listen to radio every week…that’s more than those watching television or using a smartphone, TV connected device, tablet or PC.” The staggering numbers simply don’t lie—people still listen to radio, and they love it. The medium constantly adapts to our quickly evolving society, ebbing and flowing to match consumer demands. Recently, Amazon released an application and platform called “Amp” that allows anybody to easily start their own radio show. The platform acts as a more accessible alternative to becoming a DJ on apps like Spotify and Apple Music. It also serves as a one-stop-shop for everything related to news and music.
Despite shifts in consumer behavior, traditional AM/FM radio still has a solid place in the world of journalism and music. In Variety, VP of music & programming for Edison Research Sean Ross emphasizes the significance of traditional radio signals by utilizing the example of Olivia Rodrigo’s 2021 breakout hit “Driver’s License.” He asserts, “In 2013, Psy’s ‘Gangnam Style’ broke without radio, and the label still cared enough to take it to radio. So, it’s telling that Interscope still saw radio as a next level for a song as phenomenal as ‘Drivers License.’” Despite the public perception that radio is dead, it's actually doing better than ever by expanding beyond the traditional AM/FM format and providing an emotional comfort that no other medium offers.
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