Does Radio Still Matter?

The Beat

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The format flip and consolidation this past week of a couple local stations in my market raised a bit of an online ruckus and made me think a bit about whether or not ‘terrestrial radio’ as the AM/FM dial is now referred to really matters much any more in terms of the music business.

The impetus for this comes from the Columbia, SC market where last week the ‘modern rock’ station WARQ went dark save for an ad promoting its sister station, formerly an all classic rock formatted FOX 102.3 as “Columbia’s Rock Station” and promising the best of both the new and old rock. On Monday, the new Q 93.5 debuted on WARQ’s signal, a ‘Hot Adult Contemporary’ station that plays hits of the last ten years or so with emphasis on current top 40, without much if any R&B or hip-hop.

The outcry so far has mostly been…

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