Contrary to the idea of the general public, especially those in the media arena, radio has not totally succumbed to the heat being brought on by newer, advanced technologies.

Based on research performed by Arbitron and Edison Research earlier this month, the majority of people ages 12 and up say they would be “very disappointed” if the AM or FM station they listen to most was no longer on air. This is not to say that radio has officially escaped the flux brought on by technology. Only 39 percent of those polled say they continue to use radio in order to learn about new music, down from 63 percent in 2002. The Internet continues to increase its dominance, especially with the younger generation, with 52 percent of 12-34-year-olds going online first to get the latest on music news, tunes and artists.

However, regardless of what statistics show, there is no arguing with the loyalty of radio listeners. No matter how intense the hold that the Internet and other modern technologies have on today’s consumer, the fact remains that the majority of radio listeners (78 percent) will continue to listen as much as they do now, despite the increasing advancements in technology. This may come as a surprise to most consumers and a pleasant surprise to radio stations. Maybe the days of “The Power of Radio” won’t bite the dust as soon as anticipated?