09.01
There’s been a lot written in newspapers lately about the imminent decline of newspapers, mostly at the hands of that villainous internet and it’s ad revenue pillaging. Meanwhile,much less attention has been paid to radio and what the internet has done to it in the last 12 months…which is replaced it as the third most popular marketing medium in Canada.
According to the IAB Canada’s recently published 2008/09 Canadian Online Advertising Revenue Survey internet media spending in Canada increased by 29% from 2007 to 2008 overtaking Radio spending in 2008 by more than $55MM making online media the third largest after television and newspapers.
Although Radio did gain 5% from 2007 to 2008, the lack of accurate accountability and the proliferation of mobile music technologies continue to reduce it’s attractiveness as a media spend option for shrinking marketing budgets burdened with higher expectations.
As media planners start to work on strategies for 2010 spending this fall, many will, or should be asking, is anyone listening to these spots? For the same production price, couldn’t I just create a Youtube clip, or improve my brands SEO situation and get better, measurable results? Once I create content for the web, won’t it last way longer than a 12 week air blitz?
Although much of the media community will be watching what the big newspaper outlets groups do to survive in 2010, it will be the radio networks that have to step up and get creative next year or slowly fade to silence.
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