Radio: What Is and What's Next?
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Transcript of Radio: What Is and What's Next?
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THE FOLLOWINGTHE FOLLOWING PRESENTATIONPRESENTATION HAS BEEN APPROVED FORHAS BEEN APPROVED FOR
SMART RADIO FOLKSSMART RADIO FOLKSBY THE RADIO RESEARCH ASSOCIATION OF AMERICABY THE RADIO RESEARCH ASSOCIATION OF AMERICA
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Mercradio.comhear2.com (the blog)
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Mercradio.comhear2.com (the blog)
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Issues:
1. What’s going on?2. What the heck do we do about
it?
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Survey…• N = 1,000• Telephone Study• Q1 2006• Persons 12-54• Random-digit-dialed sample, including unlisted numbers and cell
phones• Age, Sex, and Ethnic quotas match US Population parameters• National study, sampled proportionate to population by region• Respondents did not have to listen to the radio
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858.485.6372
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Total Audience
Persona 1 Persona 2 Persona 3
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“A human being is nothing but a story with a skin
around it”- Fred Allen
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"Greg"54%
"Marsha"46%
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“Greg”
"I've got everything [on my iPod] - a
total smorgasbord“ - Sen. Hillary Clinton
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858.485.6372
Mercradio.comhear2.com (the blog)
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Mercradio.comhear2.com (the blog)
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“Marsha”“I’m technologically challenged and too
lazy to carry an iPod“
- Justin Timberlake
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Greg and Marsha by Demo0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12-24
18-34
25-44
25-54
35-54
Greg
Marsha
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Assume
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“I Stopped Listening to
Radio”Myth 1
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858.485.6372
Mercradio.comhear2.com (the blog)
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“Radio Sucks”Myth 2
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Hear “Favorite Music” on the radio?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Greg
Marsha
Yes
No
Don't Know
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Hear “Favorite Music” on the radio?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12-17
18-24
25-34
35-44
45-54
Yes
No
Don't Know
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Prefer Listening to Music…
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Greg
Marsha
Online
mp3 player
Radio
Satellite Radio
CD
Cell Phone
DK/ NA
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Prefer Listening to Music…
0 10 20 30 40 50 60 70 80 90 100
12-17
18-24
25-34
35-44
45-54
Online
mp3 player
Radio
SatelliteRadioCD
Cell Phone
DK/ NA
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Very/Somewhat Satisfied
0 10 20 30 40 50 60 70 80 90 100
Greg
Marsha
Radio
InternetRadio
SatelliteRadio
mp3Player
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“HD Radio: This will solve
everything”Myth 3
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“New Radio” Description• A new kind of radio that will offer all the
stations you know now plus many more with better-quality sound. For a limited time, many of the new stations would be commercial-free. To get it, you would have to buy a new radio, but there would be no monthly fee
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Greg: Prefer “New Radio” or“Current Radio” (at price
points)?0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Free
99 dollars
199 dollars
299 dollars
499 dollars
"New""Current"
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Marsha: Prefer “New Radio” or“Current Radio” (at price
points)?0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Free
99 dollars
199 dollars
299 dollars
499 dollars
"New""Current"
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Sales Rank: #5
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Sales Rank: #2196
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HD Radio truth #1: The right price for an
HD radio is “free”
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HD Radio truth #2: People generally don’t buy radios…they buy things that contain
radios
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HD Radio truth #3: People don’t buy
radios…they buy what’s on the radios
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“Has a great SOUND QUALITY”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
TOTAL
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3 Ways TOmake HD Radio a
Success
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“iPods, Satellite, Internet, etc. are
Better than Radio”Myth 4
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Evalute images of…• Radio• Satellite Radio• Internet Radio• Mp3 player• Podcasting• Radio by Cell phone
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“More of Your Favorite Music”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Teens 12-17
Greg
Marsha
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“Plays the MOST MUSIC without interruptions”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Teens 12-17
Greg
Marsha
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858.485.6372
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“Has a great SOUND QUALITY”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Teens 12-17
Greg
Marsha
![Page 62: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/62.jpg)
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“Has a widest VARIETY of music choices”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
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“Is the BEST for MUSIC ONLY”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
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“BEST for MUSIC Plus Entertaining Personalities”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
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“BEST for Music, Personaties, Information and a Local
Connection”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
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“EASY to use without much EFFORT on your part”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Teens 12-17
Greg
Marsha
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“Doesn't Cost anything - it's FREE to use”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
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“Is the place where you hear NEW music FIRST”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Teens 12-17
Greg
Marsha
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“Features News, Weather & Traffic headlines”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
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“Has been Part of your Life for a long time”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 71: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/71.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Allows you to EXPRESS yourself best”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 72: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/72.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Invites you to Influence or Shape the content”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 73: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/73.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“PORTABLE & CONVENIENT - you can take it with you”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 74: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/74.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“You're PROUD to show others because of what it SAYS about you”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 75: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/75.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Features CONTENT you can't hear anywhere else”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 76: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/76.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Takes RISKS and allows you to hear stuff you wouldn't otherwise hear”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 77: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/77.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Is the COOLEST way to listen to audio entertainment or
information”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 78: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/78.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Is the LEAST COOL way to listen to audio entertainment or information”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 79: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/79.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Is the best way to be CONNECTED to your Local
Community”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 80: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/80.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Is the best place to hear Something
FUNNY That Makes you Laugh”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 81: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/81.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Is the best place to hear PERSONALITIES You enjoy
Listening To”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 82: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/82.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Has the CONTESTS you enjoy playing along with”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 83: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/83.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Has ENTERTAINING PERSONALITIES that make you
laugh”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 84: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/84.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Has PERSONALITIES who feel like friends or people you know”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 85: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/85.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Plays a lot of music YOU DON'T KNOW”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 86: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/86.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“You associate with a lot of COMMERCIALS”
0 10 20 30 40 50 60 70 80 90
Radio
Mp3 Player
Sat Radio
Internet Radio
Podcasting
Cell Phone Radio
Greg
Marsha
![Page 87: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/87.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
What Marshaand Greg Want
Radio’sStrengths
![Page 88: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/88.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
LEAST COOL way to listen
LOTS OF COMMERCIALS
Music YOU DON'T KNOW
BEST CONTESTS
PROUD of what it says about you
COOLEST way to listenTakes RISKS in Music
INFLUENCE/SHAPE content
EXPRESS yourself
PERSON FEEL LIKE FRIENDS
UNIQUE Content
ENTERTAIN PERSONALITIES
BEST for MUSIC plus ENT PERSON
CONNECTED to Community
NEW Music First
ENJOYABLE PERSONALITIES
FUNNY/LAUGH
BEST for PERS/INFO/CONNECTION
N/W/T Headlines
BEST for MUSIC only
PART OF YOUR LIFE long time
PORTABLE Widest VARIETYSOUND QUALITY
FAV MUSIC
EASY to use
FREE
35455565758595
105115125135145155165175185195205
35 45 55 65 75 85 95 105 115 125
Greg Wants...
Rad
io P
rovi
des
...
![Page 89: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/89.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
FREE
EASY to use
FAV MUSIC
SOUND QUALITY
Widest VARIETYPORTABLE
PART OF YOUR LIFE long time
BEST for MUSIC only
N/W/T HeadlinesBEST for
PERS/INFO/CONNECTION
FUNNY/LAUGH
ENJOYABLE PERSONALITIES
NEW Music First
CONNECTED to Community
BEST for MUSIC plus ENT PERSON
ENTERTAIN PERSONALITIES
UNIQUE Content
PERSON FEEL LIKE FRIENDS
EXPRESS yourselfINFLUENCE/SHAPE content
Takes RISKS in MusicCOOLEST way to listen
PROUD of what it says about you
BEST CONTESTS
Music YOU DON'T KNOW
LOTS OF COMMERCIALS
LEAST COOL way to listen
35455565758595
105115125135145155165175185195205
35 45 55 65 75 85 95 105 115 125
Marsha Wants...
Rad
io P
rovi
des
...
![Page 90: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/90.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
Key for Greg• Free• Easy• Best for Personalities/Info/
Connection• Entertaining / Enjoyable
personalities• Funny/Laugh• New Music First
![Page 91: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/91.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
Key for Marsha• Part of your Life for Long Time• Free• Easy• Connected to Community• N/W/T Headlines• Best for Personalities/Info/
Connection• Entertaining / Enjoyable Personalities• Personalities Feel Like Friends• New Music First• Funny/Laugh• Best for Music Plus Entertaining
Personalities
![Page 92: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/92.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 93: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/93.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
The Story: Radio…• doesn’t cost anything; it’s FREE to use• is EASY to use without much effort on your part• is the best source for MUSIC, PERSONALITIES,
INFORMATION, and a LOCAL CONNECTION• has ENTERTAINING PERSONALITIES that make you
laugh – that are ENJOYABLE to listen to• is the best place to hear SOMETHING FUNNY THAT MAKES
YOU LAUGH• Plays the NEW music FIRST
![Page 94: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/94.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
The Story: Radio…1. Free2. Easy3. Between the Songs4. Discover New Music
![Page 95: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/95.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 96: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/96.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 97: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/97.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
“Non-Radio links…Deliver multimedia to local users wherever
they are”
![Page 98: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/98.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 99: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/99.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 100: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/100.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 101: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/101.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 102: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/102.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 103: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/103.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)
![Page 104: Radio: What Is and What's Next?](https://reader036.fdocuments.in/reader036/viewer/2022070317/5562df3dd8b42ad26c8b463b/html5/thumbnails/104.jpg)
858.485.6372
Mercradio.comhear2.com (the blog)