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 . . . .