Here's something I've been doing lately while speaking in front of groups about technology, and it's something that you can try at staff meetings or any situation where you've got an assembly of people in a conference room:
-First, ask how many people have a radio with them.
-Then, ask how many are carrying around an iPod.
(The odds are good that the response to the first question is 0, and the response to the second is perhaps a person or two.)
Finally, ask how many people have a cell phone with them. And that's all the "research" you need. Because as it will become obvious to everyone in the room, if terrestrial radio doesn't have presence in cell phones, we've got major problems.
We also know that consumers are actively using their cell phones for a lot more services and purposes than just ordering pizza or talking business. This is a technology that women are immensely comfortable with, and that is literally exploding in usage and importance.
And that's why the announcement that Clear Channel is moving in this direction with Z100 MOBILE right now should send an important message to all broadcasters. First, if you're not streaming today, you may not have the time or opportunity to establish your station brand in this hugely important space. Secondly, the Clear Channel announcement indicates they're planning on adding as many as 100 stations available for cellular phone streaming, along with other features (artist/title, traffic, songs played, texting).
Terrestrial radio can get to this space, and it can do well here because of strong, locally established brands. Can you hear me now?