Archive for the ‘Radio’ Category

Media Advertising Forecast

September 2, 2009

In a Wall Street Journal article today about the radio industry’s debt load, a  Zenith Optimedia advertising forecast projects much tougher sledding ahead for the radio, television and newspaper industries.

Media Advertising Forecast

Media Advertising Forecast

Zenith Optimedia predicts the newspaper industry will experience the greatest advertising revenue losses followed by the radio and television industries.

Even as overall advertising spending is predicted to drop 10.6% this year, Internet Advertising is projected to grow 83% by mid 2011.

Surely Zenith Optimedia’s projection of combined 80% revenue losses in the Radio, Television and Newspaper industries is purely coincidental when compared to their prediction Internet advertising will grow by 83% over the same time period.

Radio: The Lowest Cost Audience of Any Major Media?

November 10, 2008

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?

2009 Ad Spending Forecast and Media Attention Deficit (MAD)

October 14, 2008

Predicted growth in advertising spend per media for 2009 from Wachovia via the Wall Street Journal:

Growth of total U.S. advertising -0.8%

Internet +10%

Yellow Pages +6.3%

Cable TV +4.0%

Billboards +3.0%

Magazines -2.0%

Broadcast TV – 2.7%

Cable -4.0%

Radio -4.8%

Newspapers -9.8%

Don’t these ad growth – or lack thereof – predictions represent each specific media’s ability to reach, target and hold its audience’s attention?

When the overall economy contracts, aren’t general media those who first experience a contraction in their audience’s attention?

When media loses it’s ability to hold its audience’s attention doesn’t it soon thereafter lose advertiser support as well?