If radio wants listeners, it may find them online, suggests a new research report by Credit Suisse. "We view the Internet as the primary 'new' distribution platform that radio operators could utilize
to attract substantial incremental listeners," said Credit Suisse analyst Michael Klim. Between June 2005 and June 2006, 12 leading radio Web sites posted total unique audience growth of 33.5 percent,
said Klim. In June 2006, an average site visit lasted about 13 minutes--a four-minute increase over the previous year. Credit Suisse also noted that the online audience tends to be both young and
male: 65.5 percent fall between the ages of 18 and 49, and 57.9 percent are men.
-- Erik Sass