The Radio Now Trails The Computer

According to a new Mediaweek study out this week, people now spend more time on the computer than they do with radio. While reach is similar for both, 77 percent for radio and 75 percent for the computer, consumers spend on average 2 hours and 33 minutes on the computer but spend only 1 hour and 49 minutes with radio.

This lends more credence than ever that radio stations must continue to find ways to integrate what they do on the air with their websites. Streaming, podcasts, downloads, text messages, all of these things are features that radio station websites should already be doing. Now, they should be looking to create their own social networks and ways to allow their listeners to interact and be part of the station's interactive community. This out-of-the-box thinking is what is going to help radio continue to thrive in the battle of New Media.