A new Arbitron Co. and Edison Media Research study shows that Internet broadcasting poses both challenges and opportunities for the radio industry. The researchers found that one in four Americans has visited a radio station's Web site, with 70% of those visitors returning again. However, the study also found online users spent nearly 3 hours less with radio per week than users who are not online. Of those, 13% said the Internet was the reason they listened to the radio less.
Copyright October 1998, Crain Communications Inc.