Internet radio sites such as Spinner. Still, many struggle in a highly competitive market. Competition is heightened because the market has few barriers to entry, especially when compared to traditional radio broadcasting with its Federal Communications Commission rules and expensive transmission towers. The good news about streaming audio is that it offers some advantages over traditional radio broadcasting. News Radio Fusion audio primers Computerworld Minute Radio airwaves can take only a limited number of niche listening tastes, but Internet radio can provide as many channels as there are music genres.
Listeners can create their own channels and personalize their Internet radio.
By pairing sophisticated Internet tracking tools and niche broadcasting, Web sites can deliver precise psychographics to Internet radio advertisers and brand marketers. In turn, they can provide more targeted messages. Big-name national and global advertisers enjoy greater reach on the Web. Traditional radio advertising typically offers 20 percent national and 80 percent local ads, according to Gerry Boehme of Katz Media Group. Increasingly, listeners of online streaming music will be able to buy music when they hear it.