(Re)Connecting With Listeners: How Radio Stations are Reaching Beyond the Dial (and Their Competitors) to Connect With Their Audience

Radio has a history of adapting to new technologies to spread its signal farther and more efficiently to a larger audience. With the emergence of social media, the audience has begun to use non-traditional media channels to reach back and out to each other, thus by-passing traditional media outlets such as radio. Prior studies examined how the audience has shifted its daily routine to incorporate new technology. The present study sought to determine to what extent radio stations in New York State have adapted to use non-traditional media channels, how often they update those channels, and if revenue type had an effect on what channels were used to connect an ever-changing audience. Findings suggest that non-commercial public and college radio stations have the edge in the newest social media channels while commercial stations maintain their strength in local news and mobile apps. Findings suggest further routes for future study