If you are not familiar with our Scenario Option Development model as it applies to the Future of Radio, you should read our white paper. We identify three drivers of the future. Advertisers’ confidence in radio, or lack there of, is one of them. Here is another discouraging story from MediaPost about radio dropping in advertiser favorability. It’s one more reason that stations who are transitioning to a multiplatform digital model will sustain or grow their revenue while those that subscribe to the mantra, “If I can’t monetize it today, I’m not going to do it” will find themselves on the short end of the digital media stick. We’ll be exploring this trend with ideas to turn it around at our conference in March.
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