Radio Careers Outlook
Radio has had serious competition over the years from newspapers, television, and cable television. Now the Internet is added to the long list of media competing for the consumers’ listening and viewing hours. However, although the Internet is a competitive threat to radio, many stations also recognize that it has huge potential to generate revenue. Many stations have Web sites to complement their programming. The local content offered by radio stations should mix well with the Internet’s information- driven audience.
According to a study commissioned by the Radio and Television News Directors Foundation, television remains the dominant news medium, but most people have greater contact with radio throughout their day. The National Association of Broadcasters estimates that radio reaches 94.1 percent of people age 12 and over on a weekly basis.
The U.S. Department of Labor predicts slower-than-average job growth in radio through 2014. The trend toward consolidation into large radio networks will limit employment growth somewhat. A network can produce news programming at one station and then use the programming for broadcast from other stations, eliminating the need for multiple news staffs. Technical workers can maintain equipment at several stations simultaneously.
Computer technology will also affect employment growth. New systems combine the functions of several older pieces of equipment and do not require specialized knowledge for operation. This reduces the need for certain types of workers, particularly editors, recording technicians, and graphic designers.
Radio stations are increasingly using outside production companies to create programming, including music, news, weather, sports, and professional announcer services. The services can easily be accessed through satellite hook ups and reduce the need for program production and news staff at radio stations.
The radio industry is also expecting heavier competition from the personal computer; approximately 68 percent of Americans use the Internet, and this percentage is increasing. Many in the industry aren’t that concerned about a loss of listeners—they see the Internet as way to better reach their listeners. Currently, thousands of radio stations have Web pages; many radio shows are available for download or webcast.
The emergence of satellite radio—fee-based, radio programming that is broadcast via satellite—has created hundreds of new radio stations. Additional opportunities will be available to disc jockeys, producers, and support workers as this segment of the industry continues to grow.
Although the number of women and minorities working in the broadcast industry has grown and will likely continue to increase, women and minorities still face discrimination and prejudice in the workplace; many women earn lower salaries than men working in identical positions.
Related Career Field:
Related Career Cluster:
Related Careers:
- Artist and Repertoire Workers
- Audio Recording Engineers
- Broadcast Engineers
- Disc Jockeys
- Radio and Television Announcers
- Radio and Television Program Directors
- Radio Producers
- Sports Broadcasters and Announcers