Thursday, February 17, 2011

Local radio web is an end cap loss leader

From Inside Radio, we talked about this yesterday and now the advertising community is responding that local web sites offer nothing local or of any return on their investments. I remember telling my bosses in 2008 that social media was for listeners and local web was for clients. The only users of local radio IP products are contest players and P-1 freaks.Using what Borrell Associates says is a combination of site surveys and some “complicated math,” the local advertising research firm is getting a new perspective on just how large, local and loyal the audience is for local websites. “The short headline is, it’s smaller, less local and less loyal than advertisers are being led to believe.” 

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