{"id":628,"date":"2012-04-23T07:30:47","date_gmt":"2012-04-23T12:30:47","guid":{"rendered":"http:\/\/backbone.infoportfolio.com\/?p=502"},"modified":"2020-08-31T16:34:00","modified_gmt":"2020-08-31T21:34:00","slug":"radio-dying-not-on-your-life","status":"publish","type":"post","link":"http:\/\/backbonebroadcast.com\/BB\/radio-dying-not-on-your-life\/","title":{"rendered":"Radio Dying? Not on your life."},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-1321\" alt=\"Skull Headphones Cigarette\" src=\"http:\/\/backbonenetworksradio.com\/wp-content\/uploads\/2013\/08\/Skull_Headphones_Cigarette_by_pleasenojunkthanks-252x300.jpg\" width=\"252\" height=\"300\" srcset=\"http:\/\/backbonebroadcast.com\/BB\/wp-content\/uploads\/2013\/08\/Skull_Headphones_Cigarette_by_pleasenojunkthanks-252x300.jpg 252w, http:\/\/backbonebroadcast.com\/BB\/wp-content\/uploads\/2013\/08\/Skull_Headphones_Cigarette_by_pleasenojunkthanks-862x1024.jpg 862w, http:\/\/backbonebroadcast.com\/BB\/wp-content\/uploads\/2013\/08\/Skull_Headphones_Cigarette_by_pleasenojunkthanks.jpg 1060w\" sizes=\"(max-width: 252px) 100vw, 252px\" \/>How many times have you heard it: &#8220;Adapt or die&#8221;? \u00a0It sounds heartless, yet it poses the essential question of radio&#8217;s survival. \u00a0Is radio dying? \u00a0Nope, but it\u00a0<em>is<\/em>\u00a0going somewhere else, and not by itself.<\/p>\n<p>Take the recurring news of disappearing stations, like this post from the Dialy Iowan,\u00a0College Radio Fights for Recognition, Funding. \u00a0To summarize the article, it provides some color about what is happening at many campuses &#8212; funding is being cut for the radio station or that\u00a0<a title=\"the school is selling off its terrestrial radio frequency\" href=\"http:\/\/www.radiosurvivor.com\/2011\/10\/18\/college-radios-fight-for-fm\/\" target=\"_self\" rel=\"noopener noreferrer\">the school is selling off its terrestrial radio frequency<\/a>. In these economic times, it must be difficult for an administration to pass up millions of dollars for an FM station that continues to be worth less as Internet radio starts to become dominant.<\/p>\n<p>So, that raises the question of whether a school that agrees to sell off its terrestrial radio signal can actually support a broadcast journalism program. Well, it&#8217;s not only schools. All media are facing similar challenges and looking for the best ways to respond.<\/p>\n<p>Throughout the industry, you can see signs of a growing creative trend: integrated media. \u00a0For example, one of our newest member schools, Lehman College, has\u00a0integrated\u00a0its Internet radio station presence into its online newspaper,\u00a0the Bronx Journal. \u00a0Media integration such as this was a persistent theme we heard at the CMA conference in New York last month.<\/p>\n<p>We are also seeing mixed modalities in the mainstream media. \u00a0None other than the esteemed\u00a0<a title=\"Wall Street Journal has integrated video\" href=\"http:\/\/online.wsj.com\/video-center\" target=\"_self\" rel=\"noopener noreferrer\">Wall Street Journal has integrated video<\/a>\u00a0into its site. \u00a0The\u00a0Boston Globe has its Globe 10.0\u00a0video. \u00a0<a title=\"Sports radio powerhouse WEEI in Boston\" href=\"http:\/\/www.weei.com\/\" target=\"_self\" rel=\"noopener noreferrer\">Sports radio powerhouse WEEI in Boston<\/a>\u00a0now has both an online presence and video on its site.<\/p>\n<p>We first wrote about this in our white paper,\u00a0<a title=\"The New Breed of College (and High School) Internet Radio-Surviving the Dinosaur\" href=\"http:\/\/backbonebroadcast.com\/BB\/college-radio-white-paper\/\" target=\"_self\" rel=\"noopener noreferrer\">The New Breed of College (and High School) Internet Radio-Surviving the Dinosaur<\/a>. \u00a0It is more apparent now. \u00a0Journalism isn&#8217;t dying, either. \u00a0It is transitioning to a new paradigm as radio becomes a big part of it. \u00a0With evolving convergence occurring on the Internet, a college, university or high school can reach a much larger audience than it has in the past, using a truly integrated media strategy. \u00a0It is the path to the future. \u00a0Embrace it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How many times have you heard it: &#8220;Adapt or die&#8221;? \u00a0It sounds heartless, yet it poses the essential question of radio&#8217;s survival. \u00a0Is radio dying? \u00a0Nope, but it\u00a0is\u00a0going somewhere else, and not by itself. Take the recurring news of disappearing stations, like this post from the Dialy Iowan,\u00a0College Radio Fights for Recognition, Funding. \u00a0To summarize [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29,82],"tags":[36,49,10,5],"_links":{"self":[{"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/posts\/628"}],"collection":[{"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/comments?post=628"}],"version-history":[{"count":8,"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/posts\/628\/revisions"}],"predecessor-version":[{"id":159015,"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/posts\/628\/revisions\/159015"}],"wp:attachment":[{"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/media?parent=628"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/categories?post=628"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/backbonebroadcast.com\/BB\/wp-json\/wp\/v2\/tags?post=628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}