Forecasts, Warnings, and Comments - 4

Over 20 years of writing articles my goals were to report digital's impact on broadcast, to aid internet radio, and to help indie artists. Comments were not based on guesswork. Words came from the trenches, from real-world experience or from research provided by credible companies.

An observation: The deeper into digital the world goes the farther away independent artist get from understanding how it works. Today, promotional efforts appear scattered.

Data in 2017 will continue to show increased desire for accountability of ad dollars spent

One question I'd like to see discussed: At what point will radio stations - online and off - realize that they are selling CPM (audience), yet, increasingly, today's advertisers are buying CPC (results)"?

Here are some observations made over the years.

Ken Dardis
Comments from Ken:
Feb. 7, 2003


Today we have 14.5 million college students in the US, 13.4 million online. If you are not currently learning how to reach them using the Internet, you will be out of this industry tomorrow.


April 2, 2003


To take a broadcast signal and place it online is not the attraction. To do something with the program online that makes it different than its broadcast counterpart is why people listen to Internet radio.


May 30, 2003

Radio will never be replaced but it's going to find it more difficult to stand out in the future. Where music was radio's attraction, today the public is developing a habit of finding its songs online.

Feb. 16, 2004

Here's where agencies get out from the responsibility of providing response by shifting it to online publishers. That's a precedent which turns the whole concept of delivering an audience on its head, while absolving the agency of their duty to create response-oriented campaigns.

Sept. 30, 2004

Search engines are the index of the internet. With upwards of 90% of users going to a search engine when they go online, being properly indexed in Google, Yahoo!, MSN and AOL Search is a requirement. Yet, few radio stations are listed when a format search is done.

June 28, 2004

Patience is required until online radio gets on the radar screen of media buyers. This will happen soon because articles are published every day that speak of the selection found with radio online, and how the quality of programming is far superior to what's found on local airwaves.



May 13, 2005

"It's All About the Audience" centers on what radio is doing online, and what it needs to do to grow. Answers to questions about the psychographics, listening habits, online activities, and the online radio audience's perceptions about advertising and programming are included. (Click to download report.)

Click to Download

Dec. 5, 2005

The online radio industry should watch the podcasting world; it's moving to the same style of aggregate community that online stations did for selling ads. The result will be competition for an audience that the independent internet radio industry is having trouble selling today.



Jan. 6, 2006
Wonder why the public is believing that they can do news better? Blogs, podcasts, newspapers, broadcast, and professional journalists all seem equally incompetent. We are hearing and seeing mistakes from broadcasters that never would have made air fifteen years ago...



Aug. 7, 2006

Radio needs to clean up its advertising act and regain lost credibility. It needs to start producing commercials using better copy, with better execution. Radio needs to start telling clients what is wrong with a commercial when that client squeezes 80 seconds worth of copy into 60.

May 24, 2007

SoundExchange already announced its intentions of pursuing broadcast radio for the same performance fees.



More Forecasts, Warnings, and Comments:
1, 2, 3, 5, 6, 7, 8, 9, 10

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