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By:
Pierre Bouvard
Executive Vice President,
Worldwide Media Information Services
The Arbitron Company Larry Rosin, President
Edison Media Research The Arbitron Internet Listening Study Radio in the New Media World 2 Arbitron/Edison Internet Listening Study: Radio in the New Media World Radio, which has seen enormous changes in the last few years, sits at a unique moment in its history.
While consolidation has led to an entirely new way of constructing radio entities, for the first time radio
as a medium is being targeted with audio alternatives. With Internet radio, digital satellite radio, and
other delivery systems, radio is on the verge of facing the kinds of challenges that print and television
have been facing for years. Arbitrons Internet Listening Study, conducted in conjunction with Edison Media Research, is the most
comprehensive and in-depth study ever undertaken on the nature of how radio listeners utilize the
Internet, who is listening on-line, and what the potential impact of new media might be on radio. Nearly
3,000 people were interviewed. The study consisted of two distinct samples. First, we reinterviewed 1,600 radio diarykeepers from the
recent Spring 1998 survey. We then conducted a separate on-line study of 1,300 audio users.
Northstar Interactive, Arbitrons Internet perceptual research company, conducted this study. Interviews
were conducted on-line using Northstars database of Internet audio consumers and through a link
from the Broadcast.com Web site. 2 Contents Arbitron/Edison Internet Listening Study: Radio in the New Media World ............................................. 2 The Challenges and Opportunities for Radio .......................................................................................... 3 Twenty Key Findings ................................................................................................................................ 5 Eight Significant and Compelling Questions to Consider for Your Radio Stations Next Strategic Planning Meeting ............................................................... 24 Arbitrons Next Steps ............................................................................................................................. 29

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