A report from Media Daily News indicates that ad dollars targeted at 18-34 demos are moving away from traditional media and toward "branded entertainment, event marketing, and experiential marketing."
And here's a quote that will make those of you who own, operate, program, and sell Rock stations a little nuts. It's from Leo Kviijarv, VP/Research at PQ Media: "A lot of the marketing services sectors in the new marketing area are really targeted toward the 18- to 34-year-old. That's where we see the growth in dollars really going forward."
Yet, marketers continue to look at new, non-traditional media and methods to reach these younger listeners - despite the fact that radio still has the power to deliver them efficiently. So as we have requested in the past, we urge the R.A.B. and its new leader, Jeff Haley, to aggressively go after these opportunities - not just for short-term revenue growth, but because it will maintain and grow young participation in radio, the lifeblood of our industry.