A rádio vai bem no Canadá

«“Every year, we wonder if this is the year where radio in Canada finally kicks the bucket and performs along the lines of its dreadful old-media brethren,” says Mr. Bayard in a recent note to clients. “And every year, we are surprised by radio’s resilience in the face of ever-increasing competition from alternative sources for information [and] entertainment.”

In fiscal 2007, which ended in August, the radio industry posted growth of 3.9%, according to figures published by the Radio Marketing Bureau. While this growth was restrained in comparison to a 6.5% increase a year earlier, the first four months of fiscal 2008 have so far produced growth of 5.6%,says Mr. Bayard.

Among radio’s strengths, he says, is its cost-effectiveness relative to other media, and the fact that radio rates highest for “the ability to connect with the consumer” who is close to making a purchase.»

fonte: Signals strong for radio industry, Astral and Corus, Posted: February 19, 2008, 9:02 AM by Jonathan Ratner