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From...
Listeners are tuning in to Internet radio
October 28, 1998
Web posted at: 5:10 PM EDT
by Maryann Jones Thompson
(IDG) -- If Arbitron wants to get into the online radio business, you know it's gonna be big.
"It's new but it's growing fast," says Thom Mocarsky, VP of communications for offline radio ratings giant Arbitron, which recently announced plans to issue ratings for 300 online radio stations. "What set the alarm bells off for us was the AOL-Real Networks deal."
A recent Arbitron study found 19 percent of online users had listened to radio on the Web. And a study by the Delahaye Group revealed the potential that Internet broadcast had to reach folks listening at the office.
But traditional banner ads won't be a viable revenue stream for this medium, according to Mark Hardie, senior analyst at Forrester Research. Net-only stations will make money converting listeners to buyers, while traditional radio stations will leverage their sites to build further connections with their offline listeners.
"Consumers use radio as background music. You don't stop and stare at the stereo speakers in the department store; you shop."
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Nearly One-Fifth of Online Users Tune In
From a survey of 3,000 U.S. adults about their use of radio and the web.
Source: the Arbitron internet listening study
Internet Broadcast at Work Is a Big Media Opportunity
From a survey of 500 business professionals who reported their consumption of net-based audio and video.
*Programs respondents would like to listen to at each location.
Source: The DelaHaye Group for Broadcast.com
Traditional Radio Stations Build Listener Relationships – Not Commerce
From a survey of 50 major U.S. radio stations.
Source: Forrester Research