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Digital Making Gains But Still Relatively Small
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(10/9/2012 12:18:13 AM) Flag as inappropriate content
I agree with MR (Michael Robertson). Seems like a small group that always comments on these. Is anyone listening. RADIO get interactive... See http://www.intercom.fm/
Just a breif comment on the statement in the article concerning the concern whether digital revenue would have be spent on the broadcast side.
Two observations:
1> Advertisers will use digital, either radio can provide it or it will go elsewhere out of their share. The Ad pie does not grow, it just gets redistributed.
2> If the station realizes that the digital space is a separate business, with potentially a different customer base, and do not use it as "value added" read free. They also need to not make the reps canabalise there broadcast budgets to meet manditory digitial goals without training and understanding of how to prospect for and market digitial assoets.
Either radio fulfills people's digital audio desires or others will. AM/FM companies can resign themselves to ever shrinking business or try to morph into a internet service. It's not too dissimilar from Barnes & Noble and other brick and mortar shops. Change or perish.
It's about better serving the customer. More services that put them in charge (see: http://DAR.fm ) and/or make programming more accessible (see: http://UberTalk.com ).
What Al said...
If not us, who? If we don't supply the digital alternatives/additions for the clients' campaigns, someone else will. Is not every significant newspaper or TV station out there also pitching digital? Frankly, the fact that we as an industry get what we do with a "part time" sales staff is pretty impressive. What do the better radio sellers spend on digital, 5% of their time? Without dedicated digital sellers the percentages will stay small.
I think Radio has some smart managers and will improve at the brand extension side of Radio. It has become an expectation of heavy users of any product. I believe Radio is stuck in the classic "Innovator's Dilemma" where they are too close to the problem to see the solution. They start with a very large audience that many more profitable industries would be envious of-now there based solutions to create dollars for traffic that integrate seamlessly into Radio. One will have to go first.
It would be interesting to see the ratio of time/effort spent to achieve that revenue vs. the time/effort spent to achieve the broadcast revenue.
Given the amount of effort most broadcasters are putting into digital I'd guess that digital actually has a better ROI right now.
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(10/9/2012 12:18:13 AM) Flag as inappropriate content
I agree with MR (Michael Robertson). Seems like a small group that always comments on these. Is anyone listening. RADIO get interactive... See http://www.intercom.fm/
- Blair Giesen
(10/8/2012 8:00:52 PM) Flag as inappropriate contentJust a breif comment on the statement in the article concerning the concern whether digital revenue would have be spent on the broadcast side.
Two observations:
1> Advertisers will use digital, either radio can provide it or it will go elsewhere out of their share. The Ad pie does not grow, it just gets redistributed.
2> If the station realizes that the digital space is a separate business, with potentially a different customer base, and do not use it as "value added" read free. They also need to not make the reps canabalise there broadcast budgets to meet manditory digitial goals without training and understanding of how to prospect for and market digitial assoets.
- Frank Zappala
(10/8/2012 6:20:22 PM) Flag as inappropriate contentEither radio fulfills people's digital audio desires or others will. AM/FM companies can resign themselves to ever shrinking business or try to morph into a internet service. It's not too dissimilar from Barnes & Noble and other brick and mortar shops. Change or perish.
It's about better serving the customer. More services that put them in charge (see: http://DAR.fm ) and/or make programming more accessible (see: http://UberTalk.com ).
- MR
(10/8/2012 2:23:24 PM) Flag as inappropriate contentWhat Al said...
If not us, who? If we don't supply the digital alternatives/additions for the clients' campaigns, someone else will. Is not every significant newspaper or TV station out there also pitching digital? Frankly, the fact that we as an industry get what we do with a "part time" sales staff is pretty impressive. What do the better radio sellers spend on digital, 5% of their time? Without dedicated digital sellers the percentages will stay small.
- Mark
(10/8/2012 2:13:06 PM) Flag as inappropriate contentI think Radio has some smart managers and will improve at the brand extension side of Radio. It has become an expectation of heavy users of any product. I believe Radio is stuck in the classic "Innovator's Dilemma" where they are too close to the problem to see the solution. They start with a very large audience that many more profitable industries would be envious of-now there based solutions to create dollars for traffic that integrate seamlessly into Radio. One will have to go first.
- dave presher
(10/8/2012 2:00:31 PM) Flag as inappropriate content- dave
(10/8/2012 12:01:51 PM) Flag as inappropriate contentIt would be interesting to see the ratio of time/effort spent to achieve that revenue vs. the time/effort spent to achieve the broadcast revenue.
Given the amount of effort most broadcasters are putting into digital I'd guess that digital actually has a better ROI right now.
- Guest
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