lirik lagu areuther - future predictions
in the next 5 years:
fm stations will move in one of two ways: either stripped of anything but music or stripped of music and focused all on talk. radio will function more like movies: cheap indies with low costs and lower profit dollars (but higher margins) and expensive blockbusters with high costs and higher profit dollars (and lower margins)
power will flow to the talent and to the owners of that talent’s distribution. no longer will we expect a talent to do three or four hours, five days a week. we’ll see shorter, less frequent content – repeated more often. and we’ll see more flavours of content stretched across more distribution channels
ratings will decline in importance as advertisers make decisions based on accountability and results rather than on how many ears a station reaches. as more dollars that would have gone to radio head to destinations outside arbitron’s sphere, stations will cancel their arbitron deals and never look back
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