Marty Sheargold predicts downfall of commercial radio within 10 years
One of the country’s most prominent Breakfast radio stars, Marty Sheargold, has painted a rather bleak picture of the medium’s future.
In a previous interview with Radio Today, the host of Triple M Breakfast in Melbourne joked he’d like his new show to last for at least 25 years.
Now, however, in an interview with News Corp, Sheargold has flagged the increasingly precarious commercial position of Drive shows and the looming threat of podcasting.
Until last year, Sheargold was part of the Nova Drive show Kate, Tim & Marty alongside Tim Blackwell and Kate Ritchie.
“I think the next five [years] will be okay,” he told news.com.au, “[but] I think the next 10 is looking interesting.
“I think this shift – 6am-9am – should always have a place in this space. I think Drive shift and stuff outside of that Breakfast shift will become harder and harder to monetise, and I think they’ll probably fall by the wayside.”
He added that a number of Drive shows are hamstrung by high talent fees “and I can’t see the return on that spend”. In addition, he noted that a few shows on offer are “clunky”.
And then, he said, there’s podcasting and its ability to gobble brands’ marketing budgets at the expense of radio.
“I think as we continue to look at that podcasting space and we really start to work out through data where they can target their marketing, I think that’s going to beat all of us in the end.”
Triple M’s owner, Southern Cross Austereo (SCA), has invested heavily in recent months in its new digital audio paltform LiSTNR, which houses its catch-up radio shows, as well as podcasts, music streaming, digital news and event guides. SCA has been pushing the idea that the platform now sits at the centre of the business, rather than an acting as an add-on, and the company has been hoping it will help it cash-in on the digital audio evolution.