Do you remember the scene in the 1951 classic A Christmas Carol, when the Ghost of Christmas Present tells Ebenezer Scrooge that, while he sees Tiny Tim’s chair empty in a corner, “these are visions of things which maybe, not things which will be.”
Here are ten predictions for Radio’s next few years - visions of things which maybe.
1. Radio will recognize that to be more attractive than other sound-alike alternatives - to retain more of its existing audience – it must count on more than habit, convenience, familiarity, ease of use, and the often-proclaimed almost-universal reach of the medium, since all those advantages are transitory.
2. The advantage of “local” will diminish in direct proportion to the disappearance of local content on stations - and here I’m talking about the local content between the songs (the very stuff that makes the PPM meters tank).