Touch That Dial: Reports of the Death of Radio Premature

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A study by Latitude Research and OpenMnd Strategy commissioned by Clear Channel Media & Entertainment revealed that the demographic group most sought-after by advertisers still has a soft spot for radio.

The study, which included focus groups and an online survey of 1,000 folks between the ages of 13 and 54, found that 82 percent of participants immediately tune in the radio when they get into their cars, according to an article in the San Antonio Business Journal.  The Journal article reported that 94 percent of  those queried between the ages of 13 and 17 and 89 percent of  participants aged 18 to 24 said they listen to the radio at least once a week.

Clear Channel, a subsidiary of CC Media Holdings, Inc., is the nation's largest owner of AM & FM stations and also boasts 12 XM Satellite Radio stations, so readers may want to jiggle the antenna a bit before digesting the sponsored survey findings.