Publicidade online passa - já em 2008 - a da rádio (EUA)

Alguém ficará indiferente a isto?

É um marco que muitos julgariam que, tão cedo, não chegaria...

«By 2008, online advertising spending in the US is expected to surpass radio advertising spending. While not signaling the death of radio, it is an indication that radio is being subsumed into a broader sector called "audio." The Radio Trends report report analyzes the many ways that new digital and interactive technologies are changing traditional business models—altering the distribution and access of audio content. Internet and satellite radio, podcasting, high-definition radio and mobile audio services are all revolutionizing a radio industry that remained virtually unchanged for a century.

fonte: Radio Trends: On Air and Online, eMarketeer, 28/08/07

Mark Ramsey reage: «The Internet will not kill the radio star, of course. Assuming the radio star wakes up to realize he is in the Internet business, too. What say you, radio star? Is your strategy in place - yesterday?»

E Fred Jacobs até acha que podem ser boas notícias: «No, I haven't lost my mind.  While this item could be construed as depressing if you're in terrestrial radio, maybe we should look at it differently.  What other medium is as well-positioned to create digital content, and drive its sizeable cume to interact with it?  For several years, we've been encouraging radio to become multi-dimensional online, and many stations and groups have made efforts to get there. But have we gone far enough? (...) Times are changing, and radio is being challenged like never before.  But we're experts at the two things that matter most in the digital world - content creation and revenue generation.  And our ability to drive site traffic is the key to it all working together.  Let's surrender to the realities, reinvent our business models, and capture a big chunk of the growing digital revenue pie.» (fonte: «Some Good News...», Jacoblog, 04/09/07)

Mais dados:«(...) “There seems to be no reason why this market cannot find a new lease on life and benefit from the growth in the online sector,” writes Ben Macklin, senior analyst and author of the report. “Advertisers should not abandon radio in favor of the web but combine the two to take advantage of the unique attributes of each.” The report forecasts that this year ad spending on the internet will hit $21.7 billion, outstripping the $20.4 billion forecast for radio advertising spending. And by 2011 advertisers will spend nearly twice as much on the internet as on radio, according to the report, at $44.0 billion for the internet compared to $22.6 billion for radio.» (MediaLifeMag, 05/09/07)