BUSINESSWEEK ONLINE : MARCH 8, 1999 ISSUE
BITS & BYTES

Online Radio: A Sleeping Giant of a Market?


AS THE INTERNET BOOMS, SO does the popularity of Net radio. A recent study released by the Arbitron Co. and Edison Media Research reveals that 13% of the American public has listened to the radio online--twice the figure reported six months ago. Among Internet users, one in four has tuned in to online radio.

The findings send a loud message to the radio industry: There's a growing E-commerce market to be tapped. Of consumers buying music online, 23% say they would prefer to do so from radio station Web sites. What's more, Web sites, unlike traditional radio, let advertisers show what products look like and provide coupons to clip. ''By embracing the Internet, [radio stations] become a whole lot more than just radio,'' says Greg Verdino, vice-president and general manager for Arbitron NewMedia Internet Services. Time to log on to your favorite show.

By Jeanette Brown
EDITED BY PETER ELSTROM

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