TITLE

Hearing the call, buyers jostle for radio

AUTHOR(S)
Krol, Carol
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, ps12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the resurgence of radio advertising in the U.S., as of August 1999. Radio is seeing economies of scale in programming, personnel and technology. Media executives say although prices increases across the board are a reality, they have less to do with consolidation than with the simple economics of supply and demand. The stock performance for publicly traded radio stocks has been stellar. Media buyers say the shift in supply and demand can be traced to dot-com advertisers, a hot radio spending category. Besides Internet advertisers, other national clients are bullish on radio. Visa USA is a significant client of local Media Network Cable TV network Showtime uses radio through Media Edge to promote tune-in specific shows. With a finite number of advertising opportunities and control held by increasingly fewer owners, media planners and buyers will look for easier ways to do business. One of these is the introduction of XM satellite radio, a new broadcast band set to bow in 2000, which may provide more opportunities in radio once commercial opportunities are available.
ACCESSION #
2109369

 

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