Radio has ear to ground for ad dollars

Ashley Milne-Tyte Feb 12, 2008


Scott Jagow: Our brothers and sisters in commercial radio are holding their annual conference in Atlanta this week. As usual, topping the agenda: How to make more money from advertising. Ashley Milne-Tyte reports.

Ashley Milne-Tyte: Commercial radio’s audience isn’t shrinking — 90 percent of the population still listens. But Mike Stern of trade publication Radio and Records says advertisers have been lured away by newer mediums like the Internet.

Still, he says, this year’s race for the White House might give commercial radio a boost:

Mike Stern: It’s certainly a great selling point for news/talk stations to take out and say, “You know people are listening, there are polls reporting how much awareness and interest there is in this election. You should advertise on our radio stations, this is your opportunity.”

He says come April 1, advertisers will look back on listener numbers for this quarter and make some decisions. Long term, he says commercial radio wants to grab back some of the ad dollars now going digital.

Many stations already have popular websites and podcasts. Stern says they just need to work on selling those platforms to advertisers.

I’m Ashley Milne-Tyte for Marketplace.

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