Radio's future can be even better than its past. Making Waves, the new book by Mark Ramsey, can help any broadcaster navigate a world of endless competition. An action plan for the future plus expert advice from Seth Godin, Douglas Rushkoff, Joe Jaffe, and many more. Read the "Limitless Radio Spots Lack Perceived Value"
From CBS Marketwatch (full article):
In the last 10 to 15 years, the number of radio commercial spots has risen dramatically, with ads now taking up 20 to 25 minutes of a given hour. Jacoby told clients in a research note, advertisers see the availability of radio commercials as "limitless," and therefore the commercials "lack perceived value."
Radio stocks will be "stuck," Jacoby said, "until [the] industry faces up to challenges."
How did we get in a position where we communicate to advertisers that more means less?
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