Peter Smyth Asks, 'Where Are We Headed?'
February 6, 2007 at 10:47 AM (PT)
In his monthly letter posted on the company website, GREATER MEDIA CEO PETER SMYTH asks radio the question, "Where are we headed?"
SMYTH writes, "The media environment seems to be changing -- again. The future of radio is not annihilation by satellite radio and the iPOD after all. Internet radio is growing strongly, powered by local radio station streams, which are attracting listeners at quadruple the rate of Internet-only stations.
"Radio is no longer a primary medium at many large agencies. We're still respected for our targetability and our effective ROI, but radio sellers are notorious for selling against one another. We've got to stop the death spiral of how-low-can-you-go for share. We have devalued our own medium in the 90-day quest for share. All we've done is shrink the pie."
Read the whole text here.