At least 3.7 billion songs were streamed in 2012 from sites such as Spotify, Deezer and We7.

3.7 billion……..yikes!

The music discovery and music listening marketplace is an absolute ocean of opportunity for us, as audio professionals. And yet, almost inevitably, a question we’re sometimes asked by journalists when this sort of stat comes up is “Will this be the end of radio?”

The simple Janet and John answer is ‘no, radio is in rude health, the stats prove it.’

The long, jargonised, techy and full on answer is ‘Radio is rude health because it now exists in a more micro targeted audio and music loving environment. That means it provides a synthesis between CRM driven personalisation tools and the emotional connection of being spoken to – not advertised at – spoken to. Radio delivers listeners, it delivers listening hours and it delivers an audience of ever more defined and passionate music lovers.’

Big data – micro meanings – audio persuasion – massive numbers – Direct response ROI.

Oh good heavens……if you only knew some of the exciting conversations we’re having here at Radio Experts.

I see 3.7 billion songs streamed in 2012 and I just think………I love being in the radio business…..

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert

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