The core of what we reflect on at the Future of Radio Online is our Scenario Option Development Model. Look at the data presented by Jeff Haley regarding radio revenue.
Spot revenue is flat but “Off Air” and “Digital” revenue are up by double-digit percentages. Our model tracks advertiser attitude/behavior along with listener behavior and technology. This report says advertisers are not willing to commit any more dollars to spot but will increase their budgets for other offerings from radio stations. The trends toward 2016 are beginning to take shape. Building a multiplatform business looks like the only way to sustain the medium of radio. Rick Ducey will be presenting more compelling data about where your retail customers are going with their dollars and their confidence in getting customers in their front doors at the Future of Radio Conference March 14-16, 2012. See the latest agenda here.