Dear Radio Executive:

I need to vent a bit with you this month. It has nothing to do with you. It has to do with the family of media journalists out there that are experts at self-deception and inaccurate reporting.

In recent months, Bridge Ratings & Research has been appearing in many publications. The stories either focus in on a press release we've distributed or I am quoted in an article related to a stream of information currently gurgling within the print media typically oriented toward the current state of traditional radio, satellite radio, Internet radio, MP3 players, Podcasting or all six!

There is a group of media writers AND BUYERS I MIGHT ADD, out there who pick up a story on the internet primarily but it can come from print media just as easily. These writers have set themselves up with reminder spiders that search the web looking for stories about the above-mentioned six media issues. All articles, true and false, come filling journalist email boxes daily. They eagerly search these emails looking for a story, something that will break through. Little confirmation of the truth is actually performed by these writers.

So, when they find something they consider 'leading edge' or even contrarian, I usually get a phone call seeking my opinion. I swear to you, in the last month, of the fifteen interviews I've done, thirteen of them started with the question, "So, Dave, tell me. Is traditional radio really dead?"

I mentioned this briefly in a letter I addressed to you months back, but didn't expound on the issue. I had hoped it was a fleeting problem and would blow away with the winds of common sense. Not the case.

What spawned this particular note to you was an interview I did recently with a savy writer from the Los Angeles Business Journal who actually knows his stuff and knows our industry. We discussed this phenomena of writers feeding off each other's inaccurate reporting and he completely understood and agreed.

We set the record straight in his Q & A for an upcoming article.

Traditional radio is not dead....the patient isn't even in the hospital. Traditional radio is doing fine and actually with the responses to new competitive pressures from new media some of our industry's best people have developed, traditional radio is finding its footing as it looks ahead five to ten years.

Since the spring of 2004, Bridge Ratings has seen improving listener reaction to new personalities and station formats. For example, in our just-released study of MP3 users and their listening behavior to traditional radio, we are seeing a new relationship building between these users of new media (MP3/iPods) and their favorite radio stations. After an initial period of heavy use of their new toy (MP3 player) they gradually return to their favorite AM or FM radio station and, in fact, are in some cases, using their favorite radio stations as sources of programming content to transfer to their digital audio devices! How novel! Listeners are figuring this out all on their own.

The point is, I'm feeling very optimistic about the manner in which the radio industry is responding to ideas, input and criticism. It's just the beginning and it looks as though the last five year period of doldrums is fading and a new creative era has dawned.

If you're one of those responsible for this new energy and momentum, I want to thank you for taking our industry back to what it does best.

If you're an owner, manager or station employee in this business that has been pondering these questions along with the rest of us but hasn't found a way to make a difference, take heed in the fact that those around you are out in front of you and making progress and taking advantage of the opportunities. Jump on it now and be a part of this momentum building and you'll love your work like you always hoped you would.

Your feedback is vital to our company's on-going success. Keep up the good work. I look forward to hearing from you regarding this very important issue.

Sincerely,

Dave Van Dyke

President