In the July 5, 2004 edition of Radio Ink, there is an amazing article written by Roy H. Williams (love him or hate him). Its the best read on potential trends in radio I've seen this year. Here's the highlights, but you are going to have to find it on your own to read the rest of the details (good radio tease...).
1. The growing polarity between national and local business will sift broadcasters into two, decidedly different camps.
2. Major broadcast groups will dominate the national dollars.
3. In response, small local and regional broadcast groups will train their people how to deliver benefits to local advertisers far beyond mere "access to inventory."
4. As a result of this training, local advertisers will begin asking the better radio reps for assistance with their non-radio advertising, triggering the more progressive station to launch their own advertising agencies as new profit centers.
5. Satellite radio will sharply reduce broadcast radio's cume and TSL.
6. The largest broadcast groups, because they were focused on national accounts, will be the first to feel the pain of satellite radio.
7. New technologies will allow satellite radio ads to be targeted locally, with different communities hearing defferent ads simultaneously on the same satellite channel.
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