Hat tip to Paul Porter of IndustryEars.com. This article is long, but interesting reading if you, like me, are interested in the future of radio:
Radio’s Revenue Falls Even as Audience Grows
By STEPHANIE CLIFFORD
CAN radio save itself?
Listeners are diverted by iPods and Internet and satellite radio. Companies are loaded with debt. Advertisers are heading to television or the Web — and the advertisers that have continued to advertise on radio, like auto dealers and retailers, are being hit by the economic crisis and pulling back.
And even though the audience for broadcast radio is actually growing, stations cannot seem to increase their revenue.
Radio advertising was down 10 percent last month from October 2007, according to the Radio Advertising Bureau, the 18th consecutive month of declines.
And the third-quarter numbers are dismal. CBS Radio reported a revenue drop of 12 percent. Citadel Broadcasting’s revenue dropped by 10.9 percent. CC Media Holdings, which owns Clear Channel Communications, said radio revenue was down 7 percent. Cox Radio revenue fell 6.2 percent; Emmis Communications’ radio revenue decreased 1.5 percent; and Radio One revenue was down 2 percent.
Problems in the radio industry have been piling up for years, said Marci L. Ryvicker, an analyst at Wachovia Capital Markets. In the 1990s, radio companies consolidated, then began increasing the ad time available. “They started to fight for share, instead of being proactive and thinking of new ways to generate revenue,” Ms. Ryvicker said.
Then, when advertisers decreased their spending around 2001, radio stations were stuck with too much time and too few advertisers. “There was too much inventory out there, and rates kept going down, down, down,” Ms. Ryvicker said.
Recent years have not changed the fortunes of radio. Many companies borrowed money to buy back their stock, leaving them saddled with debt.
And the industries that supported radio advertising — finance, retail and autos — have all been particularly hard-hit by the current economy. Radio advertising declined 8 percent in the second quarter of this year from a year earlier, according to TNS Media Intelligence. That was worse than any other category except newspapers.
From an advertiser’s perspective, the consolidation of radio companies has resulted in sound-alike stations, said Jim Poh, vice president and a director of analytics and media planning at Crispin Porter & Bogusky, which handles radio ads for clients like Burger King and Domino’s.
“The group ownerships in various markets tended to blunt the edges of the formats, so that each of the stations could play across more demographic groups, and that way could share more of the revenue from various advertisers,” Mr. Poh said. “The downfall of that is the medium isn’t as relevant, the stations aren’t as relevant to people as they were.” ...
Read the rest here.
Radio will have to find points of difference if it wants to survive. The killing off of local programming by swarms of syndicated content is one problem. Reliance on so few advertising industries is another. And like the rest of the music industry, radio will have to find a way to play with the online world. It's a challenge, but radio still enjoys two advantages: the morning commute and the evening commute. Putting good, relevant programming on during the drive times will help. But it's time to wake up, if radio intends to survive.Labels: advertising, radio, the economy |
