Already, the survey found that 17 percent of people who go online had listened to radio on the Internet in the past month. Local news and information ultimately may be the one distinguishing factor that can keep audiences tuned in to local radio . The overall picture painted by the survey seems to be that people are getting what they expect from radio. With all the available choices, people listen to the programming they like, and they react positively to the programming they listen to. Unresolved from this study is how to get more of the audience interested in news programming on radio.
Radio is the most widely available news medium in the United States.
It is portable, inexpensive and easy to use. The common thread for all of these initiatives is that the human voice, combined with the sounds of news, remains a powerful and effective way of informing and serving the audience. Using a Random Digit Dial Sample, SRI conducted the survey through its owned and operated telephone call centers between January 3rd and February 7th 2000.