Fears for analogue operators…

Matt Deegan, creative director at Folder Media, on radio’s changing battlegrounds…

If I was an analogue radio operator, these figures would scare me. Digital-only stations’ numbers are going up and digital listening is a growing percentage of heritage stations’ audience – in London often 25% to 40%.

To me it is showing a fundamental change in listener behaviour and that the battlegrounds that the Capital’s and Radio 1’s of this world are fighting on is beginning to change.

If I was known as an analogue station, have I really got a plan that talks to these growing numbers of digital listeners? Absolute have it with their ‘decades’ stations, the BBC their ‘extras’, what about the Global’s, Bauer’s and GMGs?

And if I am not a digital broadcaster, sheesh, where do I even start…