|
|
Benchmarking: Local Radio Stations' Online Revenues
Keywords: Radio
There is a new analysis from Arbitron/Borrell focusing on online revenues generated by local radio stations. This is the first year that the two companies have cooperated on a special radio report, although Borrell has been surveying local online spending for a decade.
According to this survey, radio's online ad revenue has grown from $18M in 2002 to $303.7M in 2011. This represents 2.4% of radio's gross revenue in 2011, says Borrell. |
|
Got a question? Call the Member Benefits Helpline at 800-232-3131 or email memberbenefits@rab.com.
Upcoming Webinar: Consultative Selling of Multi-Media
Join RAB's Brandeis C. Hall and Jon Erdahl, president of 3D MediaVentures, for this informative webinar and learn the power of a consultative selling and marketing mix.
Find out what advertisers expect from radio sales professionals in client meetings, as you explore new CNA questions that correspond to today's changing marketing landscape. You'll come away with a list of recommendations tailored to various advertiser objectives, and a host of proven integrated marketing ideas.
This webinar will be offered next Tuesday, May 8, at 3 PM (Central), and again on Thursday, May 10, at 10 AM (Central). For more information, click here.
Auto Radio Ads Have Greatest Influence Closest to Purchase
Category Update: Healthcare Companies
Baby Boomers: A Burgeoning Customer Market
On the Rise
More Consumers Dining Out on Sandwiches Boosts Category Growth
|
|
|
|
|
| |
|
| |
 |
|
|
Big Tablet Sales Push Video, App Downloads
Keywords: New Media
Worldwide global tablet sales will reach 232 million units in 2016, up from 64 million units in 2011, per a new report.
The Tablet Technology and Markets report from Futuresource Consulting estimates a 200% increase for consumer use across the United States and Western Europe during the next two years. |
| |
|
|
|
Americans Watch Billions of Video Ads Monthly
Keywords: New Media
Whetting the appetites of marketers, consumers are watching more online video advertising than ever. Breaking all previous records, Americans viewed more than 8.3 billion video ads in March, according to new data from comScore. |
| |
|
|
|
|
|
Research Quick Hits
A majority of renters who have been considering a home purchase intend to do so within the next two years, according to a survey conducted by home builder PulteGroup. To read more
While most attention in the gadget world is on the breakneck pace of innovation in mobile phones, tablets and computers, another device has resolutely refused to die: the camera. To read more
In a report last September, Yankee Group dubbed Apple, Google, Amazon and Facebook the "Four Horsemen" of what it called the mobile content revolution. The mobile-focused research firm has since updated its findings, estimating that more than half the collective $200 billion in revenue of the four tech giants came from mobile sources. To read more
Early evidence suggests that low levels of used boat inventory are beginning to help new boat sales, according to RBC Capital Markets Analyst Edward Aaron. To read more
Mountains of research can attest to what experts say Gen Y has in common, from passion for the environment to tech love. But new research from the Boston Consulting Group breaks this massive block of humanity, some 79 million strong in the U.S., into six distinct groups. And about 50% defy the stereotypes most marketers live by. To read more
|
|
|
Daily Sales Tip: 5 Reasons You Are Not Selling Enough Digital
1) I forgot
With every advertiser it is important to conduct ongoing CNA questions that include questions about their digital needs. When asking your clients about their ongoing marketing needs, don't forget digital.
2) It's not worth my time
Commissions are small for digital compared to broadcast. And broadcast is the low hanging fruit often easiest to pick. So selling digital alone may not be the answer. Add digital to generate incremental dollars. Add new prospects by calling on digital-only advertisers and use your digital assets to open the door to new categories using digital AND broadcast.
3) Missing the Clue Bus
If the buyer knows more about digital than the salesperson, chances of closing are thin. If you don't have a clue about interactive marketing, learn. OK, I know this sounds self-serving, and it is, but sign up for RAB's digital training courses (deep link: http://www.rab.com/public/academy/classofferings_online.cfm) or look for other training courses to help you learn digital and integrated marketing.
4) Papering the town with packages
We do such a good job in radio sales of employing the consultant style of selling, yet far too often when it comes to selling digital, we drop a digital package or one-sheet on a client's desk on our way out asking if they'd like to add this to their radio campaign. It's no surprise clients don't buy it. Integrate your digital recommendations into your proposal based on the client's needs discovered during the CNA.
5) Riding it out
If you've had a successful radio sales career and are hoping to reach retirement before having to sell digital and integrated campaigns, know that many speakers at the NAB Show this year were telling managers to make a change of personnel if salespeople were unwilling to adapt. Embracing digital is better than the ax.
Source: John Potter, VP/Training, RAB
|
|
|
Job Postings
|
|
