Radio is Experiencing a Renaissance.
Is the story radio executives have been telling repeatedly over the past year getting through to advertisers? Cumulus CEO Lew Dickey believes so and he told investors and analysts Tuesday that radio advertising is starting to experience a bit of a Renaissance. "We've started to see a much greater buzz for the medium, for audio advertising in general, and how efficiently advertisers can use it on a mass market basis. It's a terrific value for adverters and they are starting to realize that. The trend will take some time to play out but it's a tailwind rather than a headwind." As a result of this radio Renaissance, Cumulus will be adding 50 more sellers to its stable of 1400, before the end of the year
With the economy ever-so-slightly turning positive and local sales on the rise, Dickey has given the order to hire more sellers. He says Cumulus is taking share from the competition. "It's just execution. The dollars are out there and our team is doing a real good job of staying on top of it. It's blocking and tackling. It's been a huge focus inside our company. We've made a big investment in this. We have a well functioning sales organization today."
Cumulus expects Q4 revenue to come in between $278 and $281 million which is down 2% compared to 2012. That's mostly due to political revenue in 2012. When you back out political, if Cumulus hits those sales projections, they would be up 4%.
(10/31/2013 6:36:26 PM) |
Renaissance: a movement or period of vigorous artistic and intellectual activity
|- Lyn Anderson|
(10/30/2013 12:54:43 PM) |
But... but... but... you all have HD Radio!
(10/30/2013 12:16:52 PM) |
Snide remarks aside, is "radiovet" denying there is a massive need for the attributes and skills I have been suggesting for radio?
If so, some evidence would be nice - beyond that of asking consumers what they think. That, by the way, is what got us into this mess in the first place.
Throwing more salespeople out on the street is far from an Rx.
|- Ronald T. Robinson|
(10/30/2013 12:05:30 PM) |
Have you ever seen such a one-hit wonder as Ronald Robinson? Every RadioInk article, whether it's about programming, talk radio, sales techniques, agencies, group ownership or the FCC elicits a Robinson comment on how radio needs better commercial production.
In all the years I've talked to radio listeners about their preferences, I have yet to meet one who chooses a station because of the quality of their commercial production. Ronald is a voice-for-hire, by the way, in case you need one.
(10/30/2013 11:05:02 AM) |
"Renaissance" is just a hoity-toity word that means: Makeover. And yes, we need one - desperately.
With the coming of the bashed dash, it's going to be harder to find a radio station - unless it is a station that, in the mind of an audience member, is required listening.
More salespeople may be able to push our snake a little further up the drainpipe. But only superior programming and delivery... and drastically improved commercial production will make it want to keep going.
|- Ronald T. Robinson|
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