Is Radio Going Away? Here's What's Happening With the Internet, Social Media, and 5G

[JoynobAkter]

As anyone can easily verify, the famous song "Video killed the radio stars" was certainly pleasant to listen to, but not at all effective in predicting what would happen: not only did the radio not disappear with the advent of television, but - in the age of the Internet and the new offer of video content - it is still very present with its characters and its formats in the media diet of Italians: indeed, it is gradually conquering new spaces and playing new roles thanks to digital and the evolution of the technology that supports it.

According to the 2018 Censis Report, in fact, radio is the first means of marketing with stockholder database information in terms of reliability according to 69.7% of our fellow citizens, compared to 69.1% for TV, 64.3% for the press, 42.8% for websites and 33.6% for social media.


Hit by fake news and its maturity, Facebook has instead lost almost ten percentage points in one year as the "digital newsstand" of our days.


Marketing for radio: a still strong leading role
There is no doubt, however, that radio has been affected by a change at least equal to that which TV represented in the past and depicted by the Buggles' hit of 1980: listening methods are changing, transmission technologies are changing and business models are being innovated in the more general context of the crisis in publishing and its traditional players.