Radio Executives Singing The BluesRadio Losing Audience, Advertisers, and Relevance.
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Radio Execs: Advertisers Just Don’t Get It
Radio company execs whined about advertisers and their perception of radio at an Advertising Week event yesterday.
The seemingly widespread belief that radio is dated or has “lost its fastball” means radio doesn’t have much leverage, said John Hogan, president-CEO of Clear Channel. Jeff Smulyan, pres-CEO of Emmis Communications, agreed, saying (via MediaPost), “We have a perception problem, not a consumption problem.”
Farid Suleman, CEO of Citadel, said that advertisers don’t appreciate radio’s potential beyond retail spots.
So, with radio revenue in August, what do executives plan to do about the sorry state of affairs? The industry needs to offer advertisers more unusual marketing opportunities, they believe. These could include streaming on the internet and mobile devices. The radio industry is also running a Radio Heard Here image campaign that it hopes will address the perception problem.
Arbitron’s Radar 98 radio listening estimates found that 93 percent of all adults age 18-34 tune in to radio.
