The good news? A BtoB survey reveals that three-of-five marketing execs will spend more ad dollars this year.
The bad news? Nearly three-fourths say they'll increase Internet spending.
The bad news? Eight in ten plan no change in their broadcast spending.
The opportunity? It's time for radio to get serious about "monetizing" its web sites, podcasts, streaming, and other offers. We have the unique ability to drive web traffic, and in many cases, radio has the offerings that marketers want.
We're just behind the perceptual 8-ball, as radio is solidly perceived as "old media" in a fast-paced digital world. We can get there, but we've got to start looking at our product differently.
Our plan in '06 is to replicate our Technology Web Poll so we can trend last year's data about iPods, streaming, text messaging, and the full menu of new media usage. But more importantly, our goal will be to help you identify revenue opportunities by investigating what listeners want on your web sites, and what they're willing to pay for. Stay tuned.