Radio: The Lowest Cost Audience of Any Major Media?

From today’s Wall Street Journal:

“While listening hours are declining, most people still listen to an average of 18.5 hours a week, according to Arbitron Inc. Based on the price of reaching each listener, radio generally offers its audience “at the lowest [cost] of any major media,” says David Field, chief executive of Entercom.”

Not sure about Radio reaching its listeners and audience at the lowest cost of any “major media” – Mr. Field.

Haven’t the internet and search advertising become “major media” yet?

I guess media isn’t major until those in the “major media” say it is.

There is a relatively new – possibly major media – called internet search offered by a company called Google which connects its audience with advertisers for as low as .05 a piece.

Radio may indeed reach its audience for less but by what standard does radio define and measure its connection with its audience?

In search advertising the audience isn’t counted and considered reached until the advertiser’s advertisement is clicked.

Radio advertising measures audience reach and then its connection of advertiser to listener how –  instead by listeners clicking their radios on?

Isn’t anything less than authenticated and measured advertisement – disconnected advertising?

Which radio station can I buy a radio ad on to reach a targeted audience of 10 listeners for $.50 or even 100 listeners for $5.00?

Depending on your definition, radio may indeed offer its audience at the lowest cost of any major media – but at what price?

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