2010 Looks Better For Radio Thanks To Online and Mobile


It’s no secret that this has been a rough year for radio. It’s been a rough year for most of us across the board. Even with the skies adopting their winter gray and the bite of cold on the air, there is still something to look forward to.

BIA/Kelsey have released their Investing In Radio® Market Report and while the revenue numbers are disheartening, they do predict an upswing down the line. The reason? Radio’s innate value combined with the leveraging of online- and mobile-oriented resources.

Via the press release on EON:

“There are many reasons we believe that radio will rebound this coming year, especially in the second half, and hold its own in the coming years,” said Mark R. Fratrik, Ph.D., vice president, BIA/Kelsey. “Among them, radio has strong brand equity in local markets, the economy is slowly coming out of recession, the industry continues to show strong listenership levels with teens and younger adults, and the possible introduction of FM radio receiving chips in cellular phones will generate both a positive image effect on radio and an increase in radio listening.” […]

“Radio’s online assets have proven to positively impact consumer behavior,” said Rick Ducey, chief strategy officer, BIA/Kelsey. “Now radio has to extend this ability to impact consumers into its advertising efforts. Once the cross-platform model is fully embraced by sales teams, and advertisers learn how to effectively plan and buy radio’s digital and air assets, the revenue will follow.”

Ducey suggests a number of tactics radio stations could embrace ranging from increasing the array of offerings on station websites (something I will always endorse) to acting as promotional partners to other web sites.The report notes that local mobile search and local mobile video are arenas where radio could really build a strong presence. As always, the interesting part of the process comes in showing advertisers that their message can gain traction across these different media.

It’s nice to see light at the end of the tunnel and it’s reassuring to know that innovation is what will get us there. Americans are famous for being at their most inventive when pressed. Additionally, while we may be pressed by the dreary economic factors, we do have these wonderful new tools on the Internet. It may be a bit Pollyanna, but I’m optimistic about the long haul.

This is radio, after all. Remember that TV was supposed to be the end of us, too.

Image: BIA/Kelsey Logo Rights: Fair Use, Reporting


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One Response to “2010 Looks Better For Radio Thanks To Online and Mobile”

  1. georgerreed Says:

    Online and mobile represent a huge potential revenue increase for radio operators, particularly as we offer more live, local and relevant content.


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