Magazine article Marketing

Radio: Magic of the Airwaves

Magazine article Marketing

Radio: Magic of the Airwaves

Article excerpt

Recession, what recession? Anyone on the receiving end of the advertising money that has poured into radio over the past few years might be forgiven for thinking they have never had it so good - they haven't.

Much to the chagrin of the 'big' media - TV and press - which have lost share of media spend during the thin years, radio has continued to pile on the advertiser pounds to reach a record high of 7.1% for 2003.

Some of that money has come radio's way due to pressure on client budgets and the consequent quest for more cost-effective advertising solutions, but to attempt to rain on radio's parade would be both a mean-spirited and fruitless endeavour.

There is no sense that the radio industry is trying to grab the revenues

before they disappear - quite the opposite. There is an air of inexorable confidence to radio's coup de theatre; just as you convince yourself the medium couldn't possibly pull another rabbit out of its hat, it does just that, followed by another, and then a digital one that might just take the kids to Disneyland if you press the red button.

One of the medium's most recent tricks has been to attract more money from Procter & Gamble and Unilever - both top-ten users of radio in 2003. …

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