Podcasting vs radio: Four issues that will decide the future of audio

As early as 1934, experts were predicting the demise of radio due to its ephemeral nature – unlike print, cinematic film, or scored music, once broadcast into the ether, it was gone forever. But the key to radio has always been its ability to adapt to changing social and technological situations. More than eight decades later, radio is still reaching 89% of the adult population of the UK (that’s 44.8m people).

The complex relationship between traditional radio and newer forms such as podcast is manifest in the way people consume media in the digital world.