Peter Smyth Clears Up Reality From Perception In Radio Vs. Other Media
August 1, 2014 at 2:39 PM (PT)
In his latest post for his From The Corner office blog, GREATER MEDIA Chairman/CEO PETER SMYTH asserts that radio shouldn't let perception alter the reality to its advertisers. He takes the conclusions drawn from a recent EDISON RESEARCH study and one NIELSEN's CATALINA SOLUTIONS group, which cite radio's continued dominance as the consumers' audio entertainment of choice and that radio doubles the advertisers' ROI.
"As we witness the continuing transformation of media in the digital, connected universe, everyone has an opinion about the evolution of radio
into a local media solution," he wrote. "However, we need to be sharp enough to separate fact from opinion, bluster from actual behavior. Our medium continues to have a valuable place in the lives of consumers that many of our digital and analog competitors can only dream of having."
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