Mike suggested I write about why classical music on the radio is important. If you’re reading this you’re already a believer, so this topic is sort of preaching to the choir. But — don’t die of shock — I really don’t think classical music on the radio is all that important for the listeners. Ach! Heresy! (Keep reading.)
The real reason classical music is important on the radio is for the musicians. Classical musicians can’t survive professionally in this day and age without radio.
–It’s still the most effective way they have of communicating with their audience.
–It’s how they let you know about their concerts and their recordings.
–It’s how they demonstrate who’s good and who isn’t.
–It’s how they help you figure out what music you like.
And in turn, you help them make a living. Radio is the cheap, portable way for musicians to communicate. Ads in the paper are prohibitively expensive and lack that minor little detail called audio. Downloads are ok if you already know what you want to hear. You might ask, “what about the web?” Well, we’re not there yet. The Chicago Symphony Orchestra broadcasts, for instance, reach some 350,000 listeners a week on-air, but fewer than 2,000 are listening online each week.