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Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.

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August 2011

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David Martin

Bravo Paul! Good points, again. The issue remains leadership. The RAB half-time report shows 68% of radio revs are local spot. The problem is stations are focused on getting better at gaining more of the same or fewer dollars when they should be focused on, as you suggest, getting different. In the big picture, about one third of the total annual domestic ad spend is "local." This is the online edge. They get to play for their share of the $3 billion local online spend while also playing for the big national dollars. The RAB tells us national made up less than 20% of our take YTD.

Fred Jacobs

Dave, thanks for chiming in with your on-point comments, as always. Paul and I were encouraged by a story in this morning's Inside Radio showing that non-spot revenue - mostly radio's online efforts - rose 12% to $71 million in the first half of 2007. This is a hopeful sign that radio is recognizing the greater opportunity, and is responding in-kind.

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