Sunday, January 18, 2009
Who Killed Independent Radio?
By Allen Bacon, Editor, The Daily Bosco
The last independent radio station in the Los Angeles area is off the terrestial airwaves. It happened this week.
Indie 103.1 announced they are moving solely to the internet effective immediately. Right now a continuous loop of music plays in it's spot.
This was inevitable. Many of us, who have been around for awhile, knew it was only a matter of time.
And these are the murderers of independent radio (not particularly in this order):
Low Radio Signal. This station was not easy to listen to...even in it's supposedly strong listening area like Orange County. I personally, could only take so much of the signal fading in and out. Then I tried listening to it in LA...same problem. It's annoying to try to listen to a faded signal.
Young demographic who doesn't yet have enough disposable income to spend money on advertiser's products. Why would I, as an advertiser, want to invest money on advertising spaces for people who don't have the money to buy my product?
MP3 Players. With my mp3 player, I have my own personal radio station and I get to listen to what I want to listen to. Talk about independent radio.
The Internet There's already a bunch of great independent radio stations on the internet like killradio. Link through my I-phone and woo-lah I can listen anywhere. And websites like pandora.com help tailor-make your own radio station...to your tastes.
Indie 103.1 is now solely on the internet. They say that they did this for the freedom it avails them. I say the real reason is that they can't afford...or nobody can, for that matter...afford to run an independent radio station over the air anymore.
It's like anything else in Southern California...we have so much stuff coming at us from different directions, it was hard to pay attention to a little radio station that sounded like it operated out of a closet.