What can the radio operator do to remove the stigma of radio being the medium for the small-budget advertiser and compete with other media like TV as a medium of choice?
A. Big fallacy. Today, 70 per cent of the advertising comes from big-budget, national advertisers and the balance 30 per cent comes from retail. It is a known fact that retail advertising will grow because radio presents the perfect advertising medium for local businesses in a local environment. But national advertisers are also operational in the local market, implying that it is as important to them as it is to a retail advertiser, if not more. It is fairly a 50-50 scenario, and with rising media costs, radio presents the perfect opportunity for a cost-effective medium, which is bound to attract advertiser interest including the national players. Above all, it is a new medium bringing in new listeners. It has a certain amount of novelty value associated with it that national advertisers would want to ride on. All these variables combine to make radio an attractive proposition to both types of advertisers. Having said that let me add in the case of national advertisers, radio is takin
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- Besides mass media such as TV and radio, what other methods, such as auto-dialing and e-mail, could the Water Bureau have used to communicate their message to affected customers?
- What can the radio operator do to remove the stigma of radio being the medium for the small-budget advertiser and compete with other media like TV as a medium of choice?
- Do you think the media (TV, radio, print, and web) should be held accountable for biased reporting?
