Has Online Video Killed the Audio Star?

The Washington Post Company reported yesterday that its Washington Post Radio will exit the airwaves next month after suffering financial losses and failing to attract enough listeners. Billed as a new kind of radio programming when it began in March of 2006, Post Radio featured in-depth discussions with the paper’s reporters and editors about the day’s hottest headlines. So what went wrong? Most likely … nothing.

Though radio industry executives have remained optimistic, citing obstacles of yesteryear overcome, 8-tracks and 1950s television have nothing on today’s media threats. As entertainment platforms continue to go mobile and wireless, advertisers are flocking to the Googles and Yahoos of the Web. And that’s a smart move: According to comScore, Americans consumed more than 7 billion online video streams in March of this year. And as the YouTube phenomenon continues to heat up, hosting presidential debates and music on-demand, it looks as though audio platforms are becoming yesterday’s news.

But some continue to fight the uphill battle, saying audio fans need not despair. Podcasts have boosted the audio industry and continue to provide information for today’s always-on-the-go audience. Rob Walch, founder of podcast hub Podcast411, defends the versatile value of audio: “When you look at how people are consuming media, podcasting is about time-shifting. You can’t consume video while driving in the car or while out jogging.”

So I guess only time will tell whether online video will kill the audio star. But until then … can’t they all just get along?

Posted by Kate Patton