Um velho problema: rádio tem menos publicidade do que audiência

«During the Q&A portion of the Cox earnings call on Tuesday, Cox Radio President/CEO Bob Neil said, “We continually fight to try and make advertisers understand what the value of our medium is. It's not unlike the fight that our media brothers and sisters go through all the time.
“We feel like, given the percentage of time we get from consumers we don't get our fair share on the advertising side. We think, given the amount of time people spend with us and our advertising share, we bring a good value to the table for local advertisers and we want to make sure that they realize that.”
«Neil continued, pointing out that “when 93% of the people are listening to radio on a weekly basis that’s a pretty powerful thing.
“Is fragmentation occurring? Sure it is. But it’s always occurred for radio. You (reporter covering the call) write about the iPod. Ten years ago your predecessor was writing about CDs and 20 years before that his predecessor was writing about 8-Tracks. It’s always something.
“The point is, this is a good business. It has a lot of people listening to it. It’s a viable advertising business. So rather than spending all your time finding out what’s wrong with it, it would be great if somebody would spend a little bit of time at least recognizing the positives that are there.
“The facts speak pretty well for our media, and if you’re in some of the other media it’s a lot worse right now, so I’ll take radio, thanks.”»

fonte: «Cox's Neil: I'll Take Radio», radio Ink, 1/03/07