Broadcast Industry Ripe for a Rebound

Radio advertising may be in for a rebound year if the economy remains relatively stable. Even an continued downturn may mean a better 2008 for most radio stations. Historically, radio has always performed well in a recession. Even niche formats like Christian radio stations, for example could do well this year.

Consider that the luster from Satellite radio is completely gone. The advertising community is now realizing that not only did Satellite radio not kill radio advertising but the two companies providing the service couldn't survive on their own. What's more, Internet radio listening is down even though Internet use is up. AOL and Yahoo have even contemplated dropping their own on-line radio stations due to a lack of support.

While iPods are here to stay, their explosive growth rate appears to be behind us. Just as television failed to do with it's rise in popularity in the 50's and 60's, the iPod craze did not deal radio stations a death blow. It appears that iPods will actually enhance the listening experience of "information when you want it" and the radio industry at large is exploring ways to strategically place advertising in the body of a podcast to still provide a viable means for an advertiser to reach his iPod friendly consumer.

Now that the competition of new technologies have reached their peak, it's time for radio advertising executives to once again bring out the benefits of radio and remind them that a well executed radio campaign can be one of the most cost effective advertising initiatives available today. Local radio is still the best way to reach mobile America with up to the minute information and that's unlikely to change anytime soon.