Radio isn’t dead, but it is dated and lacking innovation. The proof is in the numbers. For the first time in history there were more advertising dollars spent on Internet ads ($21.7 billion) than on radio ads ($20.4 billion), says eMarketer.

We are flooded with enhancements such as satellite radio, Internet radio, HD radio and podcasting. Yet terrestrial radio continues to broadcast at the same medium and with the same lack of features. Not only do we crave niche artists in the long tail but we want recommendations and individualization that social networks provide.

Here in sunny San Diego I have a choice between a few types of FM music stations, one news FM station and three AM talk radio stations. The music is often not my taste, the news channel gets old and unless I want to listen to 3 minutes of talk radio followed by 7 minutes of ads I don’t dare turn to the AM. So where did I go? Audio books, podcasts and Internet radio.

I, like most of my peers, just simply want to be entertained. Radio is losing significance in our lives because it lacks choice and hinges its industry on invasive advertising. Interactive options based on past experiences and social trends may be off for FM/AM technology but the permission to market to it’s audience isn’t.

Seth Godin in his book Permission Marketing would say to stop interrupting us. Don’t be the guy to walk up to us in a bar and ask for marriage. Get to know us first. Offer us a drink, gain our trust and with our permission we’ll eventually get in bed with you.

EDIT: Jay Ehret, the Small Business Marketing Guy at The Marketing Spot just wrote an excellent article about how radio may have the ability to innovate and why it has gotten itself in such a slump in recent times.

[Mashable]

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