Imagine When It's Really Portable

Arbitron and Edison Media Research pre-released their annual Infinite Dial 2008: Radio’s Digital Platforms study today with some compelling stats:

• 13% of all Americans 12+ have listened to on-line radio during an average week: 33 million up from 29 million. Nearly a 14% increase in just one year.
  
• Social networking sites have attracted 24% of all Americans (those who have a profile on social networking sites) and nearly two-thirds (63%) of on-line radio listeners have a profile on sites like MySpace, Facebook, Linked-In and others.

These numbers paint a very conservative, yet vivid picture of what the media landscape is likely to look like in the years to come. Dare I say, going forward it will be difficult to be in the radio business without being on-line--streaming, social networking, connecting listeners with clients in new and creative ways, etc.

This is not going away, it will only get bigger and more omnipresent. Take these numbers to heart and prepare now for the inevitable and exponential growth that is just around the bend.