«reclama un replanteamiento global. Es un reto que para la radio no es una novedad. A lo largo de su historia siempre ha tenido que adaptarse ante las duras luchas a nuevas situaciones» (CHerreros, 2007: 24)

DAVID Rehr, NAB president/CEO: «Radio's future is bright. And if we are persistent and consistent, we will win our battles. We will realize the enormous opportunities ahead ... and, ladies and gentlemen, we will make radio new again. We will be reinvigorated. And we will prosper.» («Rehr: 'We Must Reignite The Passion' For Radio», Radio Ink, 28/6/08
http://www.radioink.com/HeadlineEntry.asp?hid=142705&pt=todaysnews

«[cita a revista VEJA] de acordo com o Ibope, mais pessoas sintonizam o rádio do que assistem televisão diariamente na Grande São Paulo, um quadro que se repete na maior parte das metrópoles brasileiras. Outro dado importante da matéria: em pesquisa com jovens de todo o Brasil, 89% apontaram o rádio como sua segunda fonte de entretenimento, logo atrás da TV e à frente dos encontros com os amigos (de segunda a sexta-feira). Nos fins de semana, a situação se inverte: os jovens preferem ouvir rádio a ver TV» (Prata, 2008: 31)

«

Um estudo sobre o universo geral de ouvintes ~(e não os mais jovens):

«Despite the wide popularity of portable music sources, consumers prefer to listen to some form of radio more than MP3 players and CDs, according to a new survey. A total of 560 respondents spend 16,814 hours per week listening to audio entertainment. Thirty-nine percent of that time is spent on FM radio, followed by 23 percent on MP3 players / iPods and 18 percent on CDs, to round out the top three audio sources. In an age of portable media devices like the iPod, individuals still satisfy their audio cravings with the longest-standing format, radio. The findings were a result of a survey commissioned by sonoro audio, manufacturer of distinctive, high-quality audio products. Collectively, 57 percent of the time is spent listening to some form of radio, AM, FM or Internet. Internet radio alone is becoming a premier audio medium for US consumers. (...) "Even with the advent of MP3 players, consumers are still largely turning to radio for their music needs as it is easily accessible and free," said Marcell Faller, founder and CEO of sonoro audio. "However, consumers’ expanding, elaborate music libraries have created a demand for all-in-one audio systems that let them integrate the functionality of MP3 players, CDs and radio in a single compact device." »

fonte: MarketWire.com, «Radio Still Number One Music Source Over MP3 Players, CDs» 19/05/08

«"We think the future of radio is just really, really bright.  One of the reasons...is the opportunity to serve local communities.  As long as we do our job of providing local information and local news to our communities, we know that there are going to be people who listen and who care about their communities.  So, as long as we do our job, we think there's going to be a lot of listening and, if there is listening, we are going to be in great shape," Friesen [Lyndon Friesen, President of Golden West Radio] concluded» (New President at Golden West Radio, discovermoosejaw.com, Maio 08)

«“We are seeing a renaissance in radio with respect to programming – programming that has become
more versatile, more experimental and of a higher quality than ever before,” said Jeff Haley, President and CEO of RAB. “This is an industry that is being bold, taking risks and engaging audiences in a variety of creative ways. And listeners are taking note. More than 90% of Americans say that radio continues to play an important role in their lives.”» Radio 2020 Next Phase Debuts: Radio Heard Here!, Radio2020, 15/04/08)

«I agree with Dan that the idea that new technologies will replace radio is -- to use his word -- "absurd" if you're talking about older Gen X'ers and baby boomers. This group loves radio and will appreciate receiving something they already like on their computers or mobile devices.» (Jerry del Colliano)

«Dan Mason, CBS Radio’s president and CEO, claimed that " billion in ad dollars were telling you that the iPod and satellite radio will lead to the death of radio. That’s a myth. Like when you were told the eight-track tapes, cassettes and the CD would sign radio’s death warrant. To say that an iPod or satellite radio, with little or no human connection will ever replace radio is absurd." Mason’s second goal was to call attention to CBS Radio’s intention to make use of digital distribution, even as CBS Radio and its peers struggle to cope with the additional competition from those platforms»

@ CBS Radio Presentation: New Play.It Media Player Offers Personalization, Contextual Ads»,  David Kaplan paidContent.org Monday, May 5, 2008

(este é um texto de uma empresa que trabalha com e para a indústria de rádio nos EUA)

«Since broadcast radio’s beginning in the 1920s, there have always been naysayers. And, with every new technology that comes along, the critics predicted the end of the medium.
Television’s arrival brought dire predictions of the end of radio’s relevancy. Who after all would want to listen to radio when they could watch moving pictures? But radio adapted, maintained and even grew its audience. When cable and the Internet came along, media pundits again predicted radio’s demise, but radio adopted streaming online content, among other things, to extend its listening audience and brand. In addition, internet radio has grown to the point where it now claims 29 million listeners per week.
Now MP3 players have media analysts predicting that radio will surely falter. Again, radio is responding by providing things that listeners get best from radio, like local and breaking news, weather, traffic, and special listener programming. And by providing streaming and MP3 downloads, radio is embracing the very technology that was said to mean its downfall.
We often survey radio stations about their audience and programming and consistently find that stations, rather than running away from new technologies, are embracing them to extend their listening audience and provide another outlet for branding and promoting their programming. If any medium has demonstrated staying power, it is radio. As the cassette tape, walkman, discman, and other consumer mediums, have been ushered into the dustbin of technology’s yesteryear, radio has remained. And as television now begins the switch to a digital signal, radio likewise has increased its quality and accessibility through HD radio, satellite radio, streaming, podcasting, and a strong web presence. So tune in to radio and see what all the fuss is about – news, talk, music, weather, traffic, laughter and tears – all without those distracting moving pictures» (Radio Can't Be Stopped , Tuning In, News Generations, 25/04/08)

«Rehr [NAB President/CEO David Rehr ]continued, "We know that the world has changed. Consumers have more options than ever before. The media landscape is rapidly changing. We're being buffeted by forces larger than our industry. Some in the business are a bit disoriented. Some are overwhelmed by the changes taking place. Frankly, some are not optimistic about broadcasting's future."  After noting that "broadcasters can be a bit of a cynical bunch," Rehr said, "I'm afraid that some people in this business have been staring so long at the door that's closing, they haven't seen the new door that's opening. The digital door." He said, "If we don't believe in ourselves, how do we promote our future? How do we promote our business and its valuable content?"

(...) Listeners still want what they've always wanted. Technology hasn't changed that -- it has just changed the devices of delivery. This is not to diminish the challenges or uncertainty of the radio business. (...) "If you're listening to radio, you want to hear a human voice sharing that same moment in time that you are. There is power in that personal bond. A CD doesn't have that connection. An iPod doesn't have it. No, our model is not broken."» (Rehr: 'Radio Remains Relevant', Radio Ink, 14/04/08) 

«Radio -- The Cinderella Medium»

«Creative Advertisements for the Cinderella Medium: The Case of Flanders, Belgium »

«“Radio is the Cinderella medium,” said David Ogilvy, comparing radio to the poor stepdaughter of media»  

«Radio is referred to by some advertising people as the ”Cinderella medium.” It can be spectacularly successful if everything clicks—the right offer, the right message, the right copy, the right stations. Or radio spots can fall on deaf ears» (slide 4) 

«(...)  all the essays in this collection say much the same thing: that radio retains a distinctive and vital role in our multi-media world and is a fascinating, complex and rewarding object of study»  (Crisell, 2006: xiv)

O estudo Radio Next perguntou aos inquiridos qual a mais-valia da rádio AM/FM relativamente a outros concorrentes audio.

40 por cento responderam a facilidade/conveniência da distribuição, sendo que entre os 18-34 a afirmação ainda é mais clara (46%); em segundo lugar aparece os beneficios oferecidos pelos conteúdos exclusivos (30%), menos valorizados pelos 18-34, depois os beneficios dos conteudos não-exclusivos (20%) e em ultimo lugar o argumento da relação com a localização (13%) (slide 17).

Leitura a fazer: «For the moment at least, terrestrial radio continues to be valued by most Americans. This value hinges not so much on content but on a distribution advantage that may soon disappear. This points terrestrial radio in two strategic directions: 1. Aggressively develop and secure unique content. 2. Use its current distribution advantage to drive audience and advertisers to new platforms.» (slide 29)

«Universal WiMax would make it seamless for consumers to have Internet-based music, information, communication with them everywhere. The advantage that radio transmission now has -- it's everywhere and it's free -- would be reduced to one thing. It's still free. But consumers would likely pay a premium to get Internet on-the-go» (Jerry del Colliano)

«Consecuencia de su especificidad sonora, la radio posibilita una mayor proximidad psicológica entre el emisor y el oyente. Estos rasgos son derivados tanto de la propia naturaleza mediática de la radio —basada en los productos sonoros— como de la importancia y sensibilidad del oído en cualquier proceso comunicativo en general y en la recepción del medio en particular. Esta marcada dependencia del sentido auditivo otorga a la radio una mayor proximidad psicológica que, a su vez, favorece el establecimiento de una mayor complicidad entre los profesionales del medio y su audiencia. De este modo, la radio queda convertida en una especie de interlocutor válido por excelencia, que lo sabe todo, que todo lo puede y que incluso alivia las preocupaciones de la vida cotidiana:» (Herrera, 2004)

«(...) as we see in our new Tech Poll, let's not forget about how the vast majority of Americans still find out about new music:

Now, critics will chime in that this survey is a self-fulfilling prophesy because it is conducted among radio listeners.  But since 90%+ of the U.S. falls into that category, there's not much of a skew to this data.  Hey, if it makes you feel better, subtract 5 or 10 percentage points from FM radio and look at this chart again.  If I was a new band with music to expose and sell, my chips would still be on good old FM radio.  Why the record industry would criticize the incredible power of this traditional medium defies logic» (fonte: The Selling of Music - 2008 Style Jacobsblogs, 17/04/08 

«Radio revenues were off 8 percent overall in March, the RAB reports, with local down 8 percent compared to March 2006 and national more than doubling that, with a 17 percent dip. Local and national combined for a 10 percent decline.

The 8 percent overall decline is the sharpest for 2008 so far: Revenues were off 6 percent in January and 2 percent in February.

National revenue has fallen by double digits in three of the last four months: It was off 12 percent in December, 13 percent in January, and 1 percent in February. Local revenue's 8 percent dip in March followed dropoffs of 4 percent in December, 5 percent in January, and 4 percent in February.»

«AM/FM Radio Remains Important With The Rise of New Digital Platforms (slide 62):

• AM/FM radio remains vital with consumers.

Three quarters say they will continue to listen to AM/FM radio as much as they do now, despite increasing advancements in technology.

One in five say AM/FM radio has a big impact on their lives, second only to cell phones

Many may overestimate the impact of digital platforms on AM/FM listening. Digital platform users spend as much time (not less) with over-the-air radio compared with the average.

• The broadcast industry should promote and reinforce its virtues.»

«As the source for exposure to new music, radio has hung onto its edge. Overall, more than half (55%) continue to name radio as their prime destination for new releases, followed by friends/other people (11%), "my kids" (5%), and music television channels like MTV (4%). Sites like Pandora, iTunes, satellite radio, and music magazines are all mentioned by 3% of respondents.»

«TechSurvey 2008», Jacobs Media, Março 2008

«(...) radio’s reach has declined less than 3% in the decade between 1996 and 2006. (You certainly can’t say that about newspapers or network TV.)»

fonte: Taylor on Radio-Info, Wanted: Some backbone, 3/04/08

«Apesar do aumento da digitalização, a rádio continua a ser o medium mais popular entre os holandeses, com mais de 40% do consumo de media durante o dia, com um pico pela manhã, segundo este estudo da Universal Media. De facto, a maioria dos holandeses têm a rádio no topo da manhã – desde as 6h00 a rádio é responsável por quase metade de todo o consumo de media. Mais tarde de manhã, a Internet torna-se crescentemente popular, com pico por volta das 11h00. A rádio continua a ser o médium mais popular até cerca das 17h00, altura em que a televisão toma conta do cenário. A Internet é também bastante popular ao final do dia, ficando em segundo lugar atrás da televisão, com perto de 30% de holandeses na web entre as 20h00 e as 22h00.»

fonte: «2006 Media in Mind – Rádio continua a ser o medium mais utilizado na Holanda», Obercom, Março 07

O comentário de Lee Abrams, 11.22.2006 (Abrams is chief creative officer, programming at XM Satellite Radio; this commentary appeared on his personal blog at leeabrams.blogspot), a propósito das informações que dão conta da instalação em mais modelos de carros de adaptadores para o iPod:

«In my opinion, it’s a changing world in terms of how you receive audio entertainment. Not a brilliant revelation, but how you process that reality is the key. The new choices are good! Bring it on(...)»

I can’t wait to have an iPod wired into my car. Put it right next to XM, next to terrestrial. More choice. Will I listen to my iPod in the car? Hell yes. Will I listen to XM ... of course ... and I might even pop over to terrestrial too. I think it can expand the time-spent-listening to audio entertainment. One day, maybe Internet radio will be in the car too. Great! I think ya gotta accept that this is all coming and embrace the competition and the new playing field. (...)

Years ago, there was similar talk about when eight-track, cassette and later CD players were integrated into cars. That same “radio is dead” talk.

Radio is resilient. It was given its last rites in 1955 when TV became mainstream. The emergence of these technologies certainly creates a challenge, but media ain’t no cakewalk.»

fonte: «http://www.rwonline.com/pages/s.0044/t.510.html (22/11/06)

"La radio es cuestión de intimidad, casi como una relación pasional entre emisor y oyente. Este pálpito lo hemos sustituido por la rutina informativa, la narración fosilizada y el contenido predeterminado. Nuestra radio trabaja la actualidad como la única forma posible de realidad pero lo real es lo permanente; no lo contingente, lo fugaz. Cada día la narración es más rígida, más escueta, menos fresca. Hay mucha gente que habla por la radio y muy poca que hace radio al hablar. Hemos perdido gran parte de la capacidad de sorprender, de impulsar la imaginación, de medir el tiempo del relato - e incluso su oportunidad-, de entretejer la realidad y la emoción del verbo, la actualidad y la estética. el esencial informativo... y lo hemos sustituido por el monótono dar en el mismo clavo durante horas cada día de la semana. lnformación a golpe de rueda de prensa y notas de los gabinetes de comunicación. Pues bien, los tiempos han cambiado. El inmovilismo comunicacional en una sociedad dinámica se paga con la exclusión" (Faus Belau in Martinéz-Costa, 2001: 18).

Estas questões relacionam-se com indicadores sociais (pág 17) que também influenciam a rádio do futuro.