The Importance of Local Radio

A recent survey has found an overwhelming majority of Michiganians remain loyal to local radio, despite the emergence of satellite and Internet radio, along with personal audio players. Doctor William Donohue, of the Communications Research Institute (CRI), which conducted the survey, said the biggest surprise from the findings was the high level of committment that Michiganians-both young and old-have with local radio stations in the state. He says 80% of 300 people interviewed by telephone and 75 people in seven focus groups, said they had spent as much or more time listening to local radio compared to a year ago...and 95% of respondents planned to listen to local radio as much, or more, in the coming year. Donohue says their findings contradict what some have felt about the future of radio broadcasting the past few years. The survey was conducted and commissioned by The Michigan Association Of Broadcasters.