7-10-13
Ed Atsinger has been on Radio Ink's 40 Most Powerful People in Radio list for 17 years. That will be no different when the 2013 issue, and Atsinger's position on our list, are revealed next week. Salem Communications has a corner on the conservative Christian market. With nearly 100 stations pumping out $165 million in revenue, Atsinger and company are superserving its target audience, and no one has been able to compete in Salem?s particular arena. Here's a sneak preview of what Atsinger says about the radio industry in our power issue.
Ed Atsinger has been CEO, a director of the company, and a director of each of the company?s subsidiaries since Salem?s inception and was president from its launch through June 2007. He?s been engaged in the ownership and operation of radio stations since 1969, and has been a member of the board of directors of the National Religious Broadcasters for a number of years; he was re-elected to a new three-year term on the NRB board in February. He?s been a member of the NAB board since 2008.
Atsinger believes radio has not been able to tell a better story for two primary reasons, ?First,? he says, ?the sheer magnitude of technological developments impacting audio and video entertainment ? whether it be the creation of new audio platforms, complementary video platforms, or the technological evolution of existing platforms ? has so monopolized the popular imagination and so dominated the news media that there has been little room left to promote the impact and effectiveness of free, local, over-the-air terrestrial radio. Second, that same rapidity of technological development has presented a major challenge to the radio industry in terms of the emergence of a coherent industry consensus about that ?better story.??
Atsiner says ?Radio does have a better story.' In our 40 Most Powerful Pople in Radio issue, which you can order HERE, Atsinger summarizes his points in five bullet points. Here are two of those five:
?The automobile continues to be the number one location where audio content is consumed, and in spite of all of the technologically sophisticated talk of the ?wired dashboard,? safety, simplicity of use, local information, and being free of all costs, including bandwidth, will likely ensure radio?s prominence.
?In spite of online audio competition having a minor impact on time spent listening, terrestrial radio, with its 93 percent reach, is more effective today because the digital revolution allows terrestrial radio to more fully exploit its inherent advantages of being free, live, and local with enormously expanded interactive capability. This provides a richer experience for our audiences and improved accountability for our advertisers.
Salem owns the Salem Radio Network, which syndicates both secular and religious talk and news and Christian music to 2,000 affiliates; Salem Radio Representatives, a national radio advertising sales force; Salem Web Network, a leading Internet provider of Christian content and online streaming; and Salem Publishing, a leading publisher of Christian-themed magazines. Salem owns and operates 60 stations in the nation?s top 25 markets, with 29 in the top 10. And over the past year, it?s been gobbling up digital properties like Godvine.com and SermonSpice.com and has launched the all-new ChristianRadio.com.
To see what else Atsinger - and everyone on our Power List - has to say, subscribe to Radio Ink in time to receive the Top 40 Issue delivered to your home or downloaded to your device.
(7/10/2013 6:45:55 AM)
I've known Ed and his brother-in-law, Stu Epperson, for 34 years. The wise counsel they offer their employees behind the scenes is deeply touching. If all employers related to their employees in the manner of Ed and Stu, I believe we would be a happier nation. Knowing Ed, I'm sure he's embarrassed by the headline, "Ed Atsinger is...Power." In their private lives, these guys do nothing that would indicate, "I have power." They're even gracious and kind to really bad waiters in restaurants.
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