Commercial radio’s success in increasing its share of advertising over the past decade is undoubtedly laudable. But could one be forgiven for suggesting that your leader and two-page article (MW November 15) went just a little over the top?
If we bring the focus closer, we see radio’s advertising revenues declining by seven per cent in the first nine months of this year – only slightly better than the ten per cent drop seen by TV. Over the same period, consumer magazines have seen a six per cent increase. So what is going on?
We hope that what we are seeing at long, long last is a realisation that the television-only campaigns so beloved of marketers are mostly a huge waste of money. Clients are beginning to understand that print can improve both the targeting and, more importantly, the effectiveness of their campaigns.
The evidence that mixed-media campaigns using print can deliver better results more cost-effectively is now so compelling that marketers ignore it at their peril.
Director of marketing
Periodical Publishers Association