Radio has a history of adapting to new technologies to spread its signal farther and more efficiently to a larger audience. With the emergence of social media, the audience has begun to use non-traditional media channels to reach back and out to each other, thus by-passing traditional media outlets such as radio. Prior studies examined how the audience has shifted its daily routine to incorporate new technology. The present study sought to determine to what extent radio stations in New York State have adapted to use non-traditional media channels, how often they update those channels, and if revenue type had an effect on what channels were used to connect an ever-changing audience. Findings suggest that non-commercial public and college radio stations have the edge in the newest social media channels while commercial stations maintain their strength in local news and mobile apps. Findings suggest further routes for future study.

Library of Congress Subject Headings

Radio stations--Marketing; Radio stations--Technological innovations; Internet marketing; Radio stations--Research--New York (State)

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)


Patrick Scanlon

Advisor/Committee Member

Rudy Pugliese

Advisor/Committee Member

Michael J. Saffran


Physical copy available from RIT's Wallace Library at HE8698 .S44 2015


RIT – Main Campus

Plan Codes