You’ve no doubt been reading about the rush that has been going on of late as owners are porting their AM radio stations over to FM.
Bonneville was one of the early pioneers of moving AM brands to FM because, frankly, listeners have migrated over to FM. In fact, they migrated a long time ago.
It is remarkable but one thing has not changed – listeners will listen to AM radio if they want to hear what the station is broadcasting. These available AM listeners do tend to be older and the move to FM makes sense if a brand is worth protecting.
Stop right there.
Fast forward another five or ten years and ask yourself where will great FM radio brands be connecting with audiences then – online, on cell phones, iPads or still on the FM band?
While moving valuable listening brands from AM to FM appears to be a no-brainer, one has to wonder why it took 20 years for this migration.
There are several interesting points: