Um novo e necessário modelo de comercialização

«Assume for a minute that radio's revenue growth via the traditional commercial platform is going to continue to be challenging.  And if your station specializes in lower demand demographics like 18-34s and Teens, you know that radio has fallen out of favor with many key advertisers, with no apparent turnaround on the horizon.

Yet, many major advertisers haven't changed their target demographic strategy.  They've changed tactics.  And radio, especially formats like Alternative and CHR, has to respond to this shift in order to survive. (...)

Looking at it a different way, youth-targeted radio formats might be able to lead the way to revenue growth for the radio industry.  There are billions of dollars available chasing youth (maybe even more than for aging baby boomers).  Maybe these stations need to consider some serious experimentation by re-structuring their promotional, digital, and sales models.  Maybe they need to, in the words of Jason Calacanis at Summit 12 - "surrender" to the reality that the current business model is not the road to revenue growth.

Let's invent a new one, and in the process, begin to reinvent the way that radio interfaces with advertisers - and the audience.»

fonte: Follow The Money - Part II, Jacobsmedia, 9/04/08