10-26-2012
It's no secret that radio is still well behind print competitors in local ad spending; newspapers and Yellow Pages combine for about a quarter of all local ad dollars. But those mediums are sinking fast under the pressure of digital competition.Where will their advertisers go? Gordon Borrell of Borrell Associates has a pretty good idea. And he thinks there's a lot of room for radio to move in on print -- if radio understands where its opportunity really lies.
"Local advertising is undergoing a fascinating evolution," Borrell says. "Less money is being spent on classical-type advertising and more on dynamic marketing and promotions. The marketplace cacophony is so loud that it?s gotten harder and harder to sell spots -- or any other type of advertising, for that matter. What?s emerging is a powerful opportunity for radio to capitalize on what their beleaguered print competitors have discovered. Handled the right way, the Internet becomes not a way to make a few piddly extra bucks, but rather a significant revenue magnifier."
Are you prepared to take real advantage of the digital future?
Gordon Borrell, CEO of Borrell Associates, is a leading media analyst, top-ranked worldwide and frequently quoted in the Wall Street Journal, New York Times, Ad Age, and other publications. He's a popular and incisive speaker widely sought after for conferences and events, and you won't want to miss what he has to say.
Radio Ink's Forecast is the radio industry's exclusive financial conference, gathering radio owners, CEOs, CFOs, group executives, and managers with Wall Street and private equity investors and analysts to forecast the upcoming year. Well informed and noted economic, political, and media participants present trends, opportunities, projections, and analytical commentary on the state of business, especially as it impacts media. Now in its 10th year, Forecast has become the premium event in radio financial circles. The event is held at the Harvard Club in New York City and is closed to the press.
Immediately following Forecast, Radio Ink's "40 Most Powerful People in Radio" are honored at an exclusive, invitation-only reception, also at the Harvard Club. Forecast attendees will get the exclusive opportunity to mingle with these industry luminaries. Only registered conference attendees are guaranteed invitations to this premier networking after-party. Attendance is limited to 200.
Register for Forecast HERE
