É só sucesso! O rádio e o consumidor de baixa renda Just hit! The radio and low-income consumers

This article aims at analyzing the media consumption of radio through the longitudinal results of empirical research conducted in Sao Paulo, Capital, with low-income population (selected by Brazil socioeconomic criterion of classification) in two phases (in 2006 with a sample of 449 respondents and in 2011 with a sample of 420 respondents). The main reasons that justify this article are related to the participation of low-income population estimated at 78% of the total Brazilian population (BGN CETELEM, 2011) and also to the fact that radio is present in 100% of permanent households in Sao Paulo (IBGE, 2011). The theme is conceptually based on the influences of mass media on the consumer society (CANCLINI, 2008). The article begins with a brief review of the literature, followed by the analysis of the main results of the empirical research. The results indicate that the radio is the second leading media for this population (82% in 2006 and 77% in 2011), second only to TV. Radio is a good companion against loneliness and an excellent source of information.