245 million listen each week.
[per Nielsen’s Audio Today report]
In Nielsen lab coat language:
“As we are faced with an ever-expanding list of media options, radio maintains its place as a significant part of the listening experience.”
Could we please sound less-defensive sharing this information?
It’s reverberated throughout the business press nicely.
Forbes: “Radio: The All-But-Forgotten Medium With The Biggest Reach.”
Read: Here’s the entire Forbes piece, which ought to be in station Sales kits.
So yes, BE on the new platform. Your listeners sure are, and your advertisers are chasing them there, with dollars leaking to digital media from legacy media like radio.
But in dollar terms, IF – repeat IF – what’s coming out the speaker is relevant and habit-forming, on-air advertising remains the dog and digital is the tail.
Translation? As I’ve emphasized in Sales meetings at client stations recently:
“We sell commercials.”
“Twenty years after the Netscape IPO, ten years after the birth of YouTube, and five years after the first iPad, the Internet has still not destroyed the giants of old media. CBS, News Corp, Disney, Comcast, Time Warner, and their peers are still alive, kicking, and making big bucks. The New York Times still earns far more from print ads than from digital ads. Super Bowl commercials are more valuable than ever. Banner ad space on Yahoo can be bought for a relative pittance.”
“Television Is the New Television: The Unexpected Triumph of Old Media In the Digital Age” by USA Today’s Michael Wolff (Portfolio)
Most-common question station owners and managers ask me lately: “What IS ‘digital?’”
The simple answer (and it really IS simple) is on page one of my September newsletter.
And I offer subscribers specific, money-making examples from client stations.
Also in this issue:
- GREAT back-to-school season interview, that parents WILL hear…
- Tip for EVERY interview you do…
- For radio’s remaining local news people: 3 ways to impress your boss…
- Sales: How to save your station a lawsuit…
- Sales: RIP OFF the spot copy on page 6, and lock-in a client for keeps.
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