Radio Strong in Rough Economy

Radio continues to attract large group of listeners.
By Allan J. Vestal

Although the effects of the economic downturn have left their mark on the radio industry, several veterans of the mid-Missouri airwaves said they are enduring the recession.

Nearly three-fourths of Americans older than age 12 listen to the radio each week, according to a 2008 survey by research firm Arbitron. Despite a slowing economy and competition from newer forms of media, such as satellite radio and the Internet, terrestrial radio remains a stable enterprise.

"Business is slightly slower, but generally not a whole lot different for us," said Gary Leonard, general manager of Mexico, Mo., radio stations KWWR/95.7 FM and KXEO/1340 AM.

Steve Mallinckrodt, sales manager for Fulton's KFAL/900 AM and KKCA/100.5 FM, said the stations haven't seen a substantial drop in advertising, and stations in the Midwest, specifically in mid-Missouri, have done better comparatively because of the strength of the local economies.
"We just haven't seen the big crash and burns," he said.

KBIA/91.3 FM manager Michael Dunn said advertising money is more prevalent in more rural areas . . . .


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