Forecasts, Warnings, and Comments

Tuesday, December 30, 2014
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Forecasts, Warnings, and Comments - 10

Over 18 years of writing these 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. My words come from the trenches, after real-world experience or from research provided by credible companies.

A most important observation: The farther into digital the world gets the less radio executives listen. What follows are a few of the words placed before them to date.

Ken Dardis
President,
Audio Graphics

440-564-7437

Comments from Ken:

May 25, 2006	Impressions can be bought anywhere today, at a rate which those media that depend on impression delivery will find not viable within a few years. CPM is falling. Accountability is growing. Combining these two items means that if the radio industry, TV, or print want to keep profit margins within reasonable levels, they all will have to alter current ways of selling.
Dec. 20, 2007	Instead of using Arbitron and Nielsen guesses on how many people are in the audience, learn how to sell and analyize online ads using metrics that matter. Advertising buyers have one foot in this today.
Jan. 8, 2008	Here's the scary part for executives in radio, television, and print (especially those who have failed to move their media forward): Advertisers are finding that if they spend $2000 they can directly connect it to $10,000 worth of sales through numerous online metric and analytic programs.
March 18, 2008	There are maybe five to six years before local merchants, who make up 70%-80% of radio's revenue, begin to move larger amounts of their ad budgets online.
Aug. 19, 2008	There are thousands upon thousands of streaming radio stations that are not included in the numbers you see from comScore and Ando [now Triton Digital]. A few of these non-reporting station audiences would make what's publicly reported appear weak.
April 16, 2009	Radio has a problem! On one side we have CEOs who sit and follow. They are fearful that any move made won't be good enough because they don't understand how the world has changed. On the other side sit those radio industry CEOs who think they know what they are doing, believe in their vision, and waste everyone's time talking about what they are going to do. It doesn't matter what these guys say - they are all guys - you know their Armani Suits get soiled when looking at radio's 2008 revenues.