Radio Mystique (06:15)
Radio brings information “now,” with elements such as familiarity and companionship, while technology plays a key role in bringing quality. Rush Limbaugh leads the field in talk radio as an individual talent.
NPR and Participant Interaction (05:55)
NPR’s “Talk of the Nation” informs audiences with an intellectual base. Topics such as big names, cultural figures, or “newsy” issues allow articulate participants to interact and spark debate.
Advertising and the Radio Audience (04:23)
Advertising generates 100 percent of radio revenues with research showing radio audiences reacting ahead of other media. Audiences, viewed as commodities, are “rented” by advertisers.
Ratings and Arbitron (01:20)
Radio stations, advertisers, and programmers consult Arbitron, a national rating service. Rating services become a barometer in radio by offering demographic data.
Attracting Radio Listeners (02:49)
Radio designs formats, appealing to segmented audiences to develop high ratings. Stations format demographically to fine tune programming, so as not to offend listeners and cause them to leave.
Radio Satellite Networks (05:12)
Radio satellite networks, such as Jones, Westwood One, and Satellite Music, provide more than half the radio programming. Jones Satellite keeps an illusion of live radio but without local programming.
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