February 15, 2005
New Marketing Study Finds Radio Considered Worst Media for Accoutability and Return on Investment
In a study sponsored by Arbitron and the Radio Advertising Bureau, media buyers, planners and marketers radted radio the worst among TV, newspapers, magazines and even the internet in terms of accountability, schedule integrity and audience measurement. National radio spending has been losing market share in the past few years, while local radio grew three percent in 2004. Local radio now makes up four out of five radio dollars. Most Companies report that organic search engine optimization , SEO , and natural website optimization are delivering the highest return on investment.
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Advertising Agency Sues Deadbeat Client for Non-Payment
In a move rare among overly client-sensitive ad agencies, AKQA is very publicly suing a former client for refusing to pay its bills, according to Click Z. A now-defunct division of infoUSA allegedly stiffed its agency, which later became part of AKQA, on a $817,388 bill for creating a multi-million dollar cross-media campaign for Video Yellow Pages USA.com. That division was found by a court to be liable for the fees, but infoUSA is appealing and defending itself by saying that it should not be held accountable for their ecommerce division's internet marketing bills.
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