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Can Terrestrial Radio Thrive in the Digital Era?

By Michael Harrison
TALKERS Magazine
Publisher

SPRINGFIELD, Mass. — Survival is not enough.

Survival is already happening and it isn’t as much fun as it’s cracked up to be as a spectator sport on the Discovery Channel.  In the reality show called terrestrial radio, sooner than later, survival will run out of gas.  For terrestrial radio, “survival” is simply a slower form of imminent death.

It should be the goal of terrestrial radio to thrive in the digital era.

Thrive?  Is that even possible?

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