In the rush to look at new media, we should be careful not to overlook new marketing opportunities in the old media--specifically terrestrial AM and FM stations. Though the bloom is off "regular radio," it will continue to exist and the changing media landscape might offer fertile new opportunities for independents.

Over the past 80 years, terrestrial radio has shown an amazing ability to adapt, change, and thrive. Radio will remain one of the best ways to reach a mass audience because it is free, completely mobile, and relatively inexpensive to program.

In the 1950s, people said that television would end radio. Instead of fading away, radio reinvented itself by developing focused formats.

Today, some observers feel that XM and other new media radio sources are the beginning of the end for AM and FM radio stations. But, look deeper before dismissing terrestrial radio:

• While the hyper-consolidated commercial radio industry is bleeding listeners, public radio listening continues to grow. No commercial radio broadcaster can match public radio's news and information programming. Growth in public radio audience is terrestrial radio's biggest success story in the past 20 years.
• Digital "HD Radio" will transform analog AM/FM radio with upgraded audio and multiple-program and text-information streams. NPR's "Tomorrow Radio" creates two digital program streams with excellent fidelity. If the FCC approves the nationwide use of the "Tomorrow Radio," there will likely be a need for new, targeted programming for these "second stations."
• Low-power FM (LPFM) will continue to expand nationwide, creating hundreds of new community stations. Equipment manufacturers are marketing low-cost automation systems to LPFM stations, allowing them to broadcast 24/7. Most LPFM operators can generate only a few hours of local programming.
• Even if XM gains 25 million subscribers at some point, most radio listening will still be to AM and FM stations. Wireless Internet, iPods, and other technologies will continue to chip away at AM and FM radio listening. But AM and FM stations aren't going away. Increased competition for listeners will put new emphasis on creative content.

Here are some trends to watch:

• Big, consolidated radio corporations like Clear Channel and Infinity are beginning to sell off less profitable stations. The new owners are often local groups who wish to reach highly targeted audiences. A Minnesota company, High Ground Radio recently purchased Twin Cities AM on an excellent frequency from Infinity.
• A new generation of mission-driven AM and FM radio station owners is emerging. WMKV-FM in Cincinnati is owned and operated by Lifesphere Retirement Communities. WMKV specializes in radio programming for senior citizens.
• Even radio drama is making a comeback on AM and FM. If you can get beyond the creepy political messages, give a listen to family.org's Radio Theatre. This type of programming is increasingly popular on religious stations and may migrate to talk stations.

New media dazzles the eyes and ears. But don't overlook the changing face of old media when looking for new marketing opportunities.

Ken Mills has been involved with public and commercial radio program syndication since 1987. He owns and operates the Minneapolis-based Ken Mills Agency, specializing in programming development, marketing and assessment. For more information go to kenmillsagency.com.

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