Problemas da publicidade radiofónica

«One of radio's traditional problems has been that young, hot-shot creative types make their big money and reputations by writing television commercials, not radio commercials. They won't write radio spots. Another problem for radio has been that the adminisrative costs of planning buying radio has been so unprofitable, that agencies don't want to bother with it. Therefore, Google's radio efforts will be successful with small spenders, like their AdWords search ads have been sucessful with small and mid-range advertisers, but will not be successful with the big money.»

fonte: «Google's Radio Plans», 17/12/06