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WHY IN-CAR INTERNET IS NOT THE BIGGEST THREAT TO RADIO!
 
WHY IN-CAR INTERNET IS NOT THE BIGGEST THREAT TO RADIO!

WHY IN-CAR INTERNET IS NOT THE BIGGEST THREAT TO RADIO!

March 7, 2013 6:07 pm 13 comments

A lot of press this week about how the car manufacturers are making deals with Spotify, Pandora, etc. to put their apps into cars…about how vehicle consumers are wanting their dashboard/navigation systems to be an extension of their smartphone…and about how in-car internet is the biggest threat to radio. Well, I disagree.

Yes, it’s a threat….but just as satellite was a threat to FM (which was a threat to AM), we will survive another competitor…

HOWEVER, radio has a bigger threat – ITSELF.

The ever shrinking radio budgets that cut out local music decision-making and replace it with a national playlist….The RIF’s (reductions in force) that are dropping local jocks like flies and replacing them with national jocks and the “Any town, USA” content…THAT is radio’s biggest threat…

It’s not just the relationship topics and phoners about the best Valentine’s Day ever that can air anywhere…It’s about the local references and local topics that make it compelling.

It’s about the local hero who died and the impact they had…It’s about the local ordinance that could affect half the listening audience. It’s about the big high school football game, the local crime spree, or the March snow storm that everyone is talking about at work!

If we no longer offer content that about the lives our listeners are living, we are no longer relevant!

As a consumer, I want in-car internet too! I want some of the relevant apps from my smartphone in my car too! But I also want a music and information about me and my community!

Will more competition in the car be a threat? Certainly…

Will it be the end of the world for radio? Only if we are no longer relevant…







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