Radio is not the Newspaper. Here's why...

story by Inside Radio

To some naysayers, the radio and newspapers industries have been lumped together as traditional media dying on the vine while the internet blossoms. But new Arbitron data shows a big difference: Radios' Audience size is growing, not shrinking.

Arbitron reports the number of 12-plus listeners each week has climbed to 239.8 million, up 3.3 million people over one year ago. That contrasts with a thirty percent decline in newspaper circulation over the past decade. Population growth and integration of PPM date -- which shows dramatically higher radio cumes -- are factors in radio's increase, but not the entire story.

The biggest gains came among 18-34 year olds -- the group supposedly dropping radio for iPods and other new technologies. The RADAR 107 National Radio Listening Report show radio reaches 93.2% of all 12-plus age group Americans. Arbitron says the number of weekly 18-34 listeners increased nearly 960,000 in the past year, and the 18-49 demo grew by more than 800-thousand.

The key advertiser 25-54 demo was also up by more than 750-thousand weekly listeners.

Overall, radio continues to reach more than 93% of African-Americans and more than 95% of Hispanixcs each week.

The Arbitron data shows more 12-17 year old Hispanics are listening to radio. The demo was up 177-thousand per week compared to 2009.

African-American listening levels are up too. Among Black 12-17 year-olds listening increased by 165-thousand people per wek while the 18-49 demo grew by 834-thousand.

Don't go for the ookie-doke doomsday stats, like in the early 1990's.