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Who Kicked Radio Out of the Top Five?

    • 1113 posts
    July 12, 2017 2:18 PM PDT

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    RadioINK reports that mobile has taken over the #5 spot in BIA/Kelsey's 2017 projections for advertising revenue, knocking radio down to the 6th rung of the ladder. 

    According to the forecast, radio will be pushed out of the top five by mobile. The top five media (revenues and share of market) contributing to the local media pie in 2017 are: Direct Mail: $37.1 billion (25% share), Local TV: $20.9 billion (14% share), Online/Interactive: $18.6 billion (11% share), Newspapers: $16 billion (11% share), Mobile: $16 billion (11% share). Local Radio is 6th with $15.6 billion    Full article here.

    Direct mail #1? Seriously??  

    The gap between newspaper and radio isn't nearly what it was when I entered the field way-back-when, and that's encouraging.  But seriously, I can't imagine anything message reproduced in print being more effective than the same message delivered via the spoken word, all other factors being equal.

    Evidently the people buying advertising believe they're going to get more of a return on their investment in these five other media than on radio.

    Which means, we have our work cut out for us.

    Your thoughts?

    • 19 posts
    July 14, 2017 8:45 AM PDT

    Radio is an expansion of our media services for our parent company. Once we have a better idea of our market and how best to serve it, our sales people will be selling media packages that include, as necessary, direct mail, online/interactive, mobile, and local radio. It's a new day. We also have a polling unit that can provide extremely useful research to the most aggressive advertisers.