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Old media shout to be heard
Newspapers, radio and magazines are spending millions to combat the perception they're obsolete.
June 7, 2005: 4:33 PM EDT
By Krysten Crawford, CNN/Money staff writer
NEW YORK (CNN/Money) - The radio industry, whose main goal is not to entertain but to help companies build consumer awareness through advertising, has discovered it's got an image problem -- and it's fighting back.
Facing sluggish growth and the perception that traditional radio is on the decline, AM-FM radio operators are banding together in ways that once were improbable.
On Tuesday a radio industry group released the findings of a new study purporting to show that a 30-second radio spot promises advertisers a far better return on investment than a 30-second television commercial.
While TV executives will likely dismiss the claims as flawed, the study is remarkable for another reason: it's the product of a $5 million-a-year, industry-funded research group whose mission is to help radio station owners combat the growing popularity of subscription-based satellite radio and the iPod portable music player, among other competitive new technologies.
Tudo aqui (via Pontomedia).
Old media shout to be heard
Newspapers, radio and magazines are spending millions to combat the perception they're obsolete.
June 7, 2005: 4:33 PM EDT
By Krysten Crawford, CNN/Money staff writer
NEW YORK (CNN/Money) - The radio industry, whose main goal is not to entertain but to help companies build consumer awareness through advertising, has discovered it's got an image problem -- and it's fighting back.
Facing sluggish growth and the perception that traditional radio is on the decline, AM-FM radio operators are banding together in ways that once were improbable.
On Tuesday a radio industry group released the findings of a new study purporting to show that a 30-second radio spot promises advertisers a far better return on investment than a 30-second television commercial.
While TV executives will likely dismiss the claims as flawed, the study is remarkable for another reason: it's the product of a $5 million-a-year, industry-funded research group whose mission is to help radio station owners combat the growing popularity of subscription-based satellite radio and the iPod portable music player, among other competitive new technologies.
Tudo aqui (via Pontomedia).
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