Every morning, in almost every trade, we are greeted with a story on radio revenue being up. Today INSIDE RADIO reported that revenues are up for the third straight month. Based on thirty one months of decline ahead of the return.
Did this happen because expenses and talent wages were cut so low, any forward movement shows an increase? The forward movement is happening in medium to larger markets and smaller markets are still waiting for the return.
At the first of the year, some smaller markets were still down by nine percent and looking for the light at the end of the tunnel. The bigger question is how did this happen? Was it so much of a business as usual attitude that we just let the income advantages slip away?