I’m angry at radio’s resolve to take a back seat to digital. While I don’t deny the powerful role of digital in marketing, digital budgets should be coming from print, direct mail, and yellow pages, not from radio.
In fact, radio should be perfectly positioned for revenue increases.
A recent Radio Ink article reported, “According to Borrell the online share of local advertising revenue will increase from $48.3 Billion to $65.8 Billion, that’s nearly 50% of all local ad revenue. Radio, according to this report, will decline from $10.2 Billion (8.9%) to just over $10 Billion (7.6%). Borrell claims that despite the fact that 90% of adults listen to radio every week, radio’s problems include the loss of advertisers like auto dealers and the heavy competition from print, digital, and other radio stations.”