Are Things (in Radio) Starting to Come Back?

[RoddyFreeman]

I've heard from several Atlanta stations that they are sold out or close to sold out for May. And the rates I've seen are not terribly discounted.

TV stations typically buy up a lot of the radio inventory in May. But even so, business appears to be better than it's been in months and months and months.

Hopefully radio and the economy are starting to rebound.

 

[Richard Kimball]

While business may be improving in some places, management will simply cover their losses. It likely won't mean squat for the hundreds of radio professionals who have been laid off and are looking for work. Clear Channel is still firing people; no one appears to be considering UPsizing any time soon.

 

[BIGSTICK]

Way too much damage has already been done. No one can trust that a certain format that they like will be there tomorrow, next week, next month, etc.. I am through with radio.

 

[Uriah]

There are two valid issues here:

1. Long Term: Groups are in trouble because of the insane mutiples applied to purchases during consolidation that yielded unsustainable debt ratios - especially considering how many drank the cool-aid and acted as if ad revenues would always go up.

Gutting the product might look good on paper but the tactic will continue to send more listeners to alternative media and great radio talent out on the street.

2. Short term: Good news. Finally! Local media inventory is definitely filling up for spring. Smart clients stay active and retain brand awareness when the economy does show activity. Spring time in Atlanta gets people moving and spending! We just added a station to one clients radio buy.

However the radio ad landscape is changed forever.

Example: Local retailer sees 100 new customers show up based on 2 targeted forum posts and "Twitter Moms" spreading the word - both at no cost!
Why would they spend 10k for a radio remote where a dozen random people might show up for T-Shirts?

The stations that are finally hitting budget and getting renewals are digging in with clients and offering more than spots and inventory fire sales.

 

[upstate29651]

There are two valid issues here:

1. Long Term: Groups are in trouble because of the insane mutiples applied to purchases during consolidation that yielded unsustainable debt ratios - especially considering how many drank the cool-aid and acted as if ad revenues would always go up.

Gutting the product might look good on paper but the tactic will continue to send more listeners to alternative media and great radio talent out on the street.

2. Short term: Good news. Finally! Local media inventory is definitely filling up for spring. Smart clients stay active and retain brand awareness when the economy does show activity. Spring time in Atlanta gets people moving and spending! We just added a station to one clients radio buy.

However the radio ad landscape is changed forever.

Example: Local retailer sees 100 new customers show up based on 2 targeted forum posts and "Twitter Moms" spreading the word - both at no cost!
Why would they spend 10k for a radio remote where a dozen random people might show up for T-Shirts?

The stations that are finally hitting budget and getting renewals are digging in with clients and offering more than spots and inventory fire sales.

One fallacy here: http://blog.nielsen.com/nielsenwire/online_mobile/twitter-quitters-post-roadblock-to-long-term-growth/ 60% of Twitter users quit after a month...and I may become one of them!

G

 

[Uriah]

Not a fallacy in the example given - it worked!

Agree though that the hype won't last. It's just another channel for contact with listeners or customers.
As a business, marketing on Twitter can become very time consuming. You almost have to respond or it can be perceived that you don't
care - a customer service paradox.

Seeing a 60% bail rate is not surprising. Clutter any media with BS and the audience or community moves on.

Sometimes the latest and greatest apps appear to rise and fall in popularity like a Top 40 song - hot for 12 weeks then it's burned out.

Maybe a year from now people will be getting fried on all the superficial on-line exchanges and actually get together to talk face to face - you know, eye contact, body language, expressions! I still believe that a real relationship - professional or personal - cannot be digitized.