Thursday, October 31, 2013

Is this good news for traditional broadcast radio?

By Don Keith N4KC


Mark Twain popularized the expression: "There are three kinds of lies.  Lies, damned lies, and statistics."  The meaning is obvious.  People often use stats and research to bolster otherwise weak arguments.  The radio trade publication INSIDE RADIO is, in my opinion, one of the biggest offenders at this sort of thing.

In today's online edition, they crow in a big headline:  "Dashboard’s hottest device remains the radio."  

And therein they boast that 88% of respondents in a survey indicate that they use the radio while they are in their cars.  88%?  Is that really good news for broadcasters?

 Especially if the survey question was asked as it is quoted in the article...did these folks "use" their radios while in their cars?  Ever?

If that same question had been asked ten years ago, would it not have approached 100%?  I firmly believe it would have.  And is that 12% who NEVER use the radio in their cars growing each day?  I also firmly believe that is the case.

And if the question had been, "Do you use the radio in your car less now than you once did?" would it not have given a truly startling result?

But that would only have been a statistic.

2 comments:

Creator said...

Nice post and international standard also.Congrats.E2solar Franchesie

Creator said...

Nice post and international standard also.Congrats.E2solar Franchesie