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Filed Under: Hot Topics
According to Media Monitors the leading national spot buyer for the second week of December was Amazon.
Think about that for a moment. Amazon – the leading on-line retailer that is firmly entrenched in the digital space chose traditional media to promote their business. Yes, they are doing television, as well, but radio? Isn’t radio “dead”? From all that we read it is an anachronistic medium.
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‘Tis the season where the radio ratings landscape in most PPM markets experiences a dramatic shift. Thanks to the incessant drumming of Christmas music (usually) one station jumps to the top of the heap and wreaks havoc on the rest of the market. This has been going on long enough that we no longer marvel at the swift change in the ratings hierarchy.
The perennial question is how to handle the aftermath.
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We’re all familiar with the huge year-over-year growth of digital advertising. Way beyond being a shiny new object, advertisers are placing significant portions of their budgets in the digital space. They cite targetability and trackability as major benefits of this medium. And they would be right.
But there are serious downsides with digital advertising.
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Small business owner is one of the many qualitative categories reported on by Scarborough. And though it’s not broken down into sub-categories (such as automotive and restaurants are, for example), it’s actually one that I think more attention should be paid to. Why? Because small businesses are essential in every community, and are a great potential source of radio advertising revenue.
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What is your vision of your sales plan for your radio stations in the months and years ahead? Imagine there are no limits to what you can accomplish and how much sales success you can achieve. The truth is, it’s all up to YOU and your attitude.
Most great sales professionals think of their work as their mission. There are seven key result areas of sales success that, if you improve in each of these areas, your sales will increase. These areas represent important parts of the sales process. By mastering these key areas, you will become a much better salesperson.
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You know when struggling newspapers come to bat for radio, the issue at hand must be crucial.
Radio Ink recently reported that “The Philadelphia Enquirer is the latest print publication to call on Apple to make it easier for consumers to listen to FM Radio by flipping on the FM Chip and allowing NextRadio to pop up on iPhones, available for use without consuming data.”
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Amazon started by selling books online. Borders is no longer in business. Then it started selling electronics. Circuit City closed its doors.
What many have missed is the fact that Barnes & Noble is still operating at a profit. Best Buy just declared its most profitable quarter in years and its stock is at an 11-year high. Understanding how Amazon will change an industry and properly reacting to this shift is imperative to success and even survival.
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My condolences to our friends and colleagues affected by this season’s hurricanes. Right now, more than anyone else, they know the tremendous damage gray skies can thrust on a community. With that said…
Economics 101 teaches us that pricing is based on supply and demand. Past blogs have outlined how digital advertising has impacted advertising rates from a supply side. Now, the prices advertisers may be able to charge might be negatively impacted on the demand side.
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Over the past couple of months Nielsen has published some interesting data that reinforces what we already know about how radio listening is holding up in a world of disruption and new media choices. It’s up to the Radio industry to go on offense with this information and counter the urban myths that are out there regarding our still large and strong audience.
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With the devastation in Houston, Florida, and other areas due to Hurricanes Harvey and Irma still fresh in our memories (and with months still to go in hurricane season), it’s probably a good time to remind ourselves of the important role that radio plays in responding to natural disasters.
