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IF RADIO WANTS LISTENERS, IT may find them on a sister medium. According to a new research report released by CreditSuisse (CS), radio Web sites can attract larger online audiences. "We view the Internet as the primary 'new' distribution platform that radio operators could utilize to attract substantial incremental listeners," says CS analyst Michael Klim. Between June 2005 and June 2006, 12 leading radio Web sites posted total unique audience growth of 33.5 percent, says Klim. In June 2006, an average site visit lasted about 13 minutes--a four-minute increase over the previous year. CS also noted that the online audience tends to be both young and male: 65.5 percent falls between the ages of 18 and 49, and 57.9 percent are men.» fonte: «Radio Gains Listeners With Web Presence», by Erik Sass, Thursday, Jul 20, 2006 8:41 AM ET
