The JacoBLOG Post Of 2017: The Threat Of Online Shopping To Radio

The Danger From Amazon

A traditional sign of the final days of the year is "best of" lists and JACOBS MEDIA offers its own version by reprinting what may be the most relevant and important JACOBLOG post of 2017 -- the threat of online shopping on radio's local sales efforts.

Evidently, retail big boxes aren't the only one hurting by the rise of AMAZON and online sales. The survival of local merchants could detrimentally impact radio's efforts to secure their advertising.

"This behavior signals both a societal and an economic shift that is changing AMERICA," PAUL JACOBS  wrote. "These online dollars didn’t go to retailers in your local markets who are advertising with your stations and other media outlets. They went to AMAZON and the thousands of online businesses that have tapped into this cultural shopping change.

"The threat to local radio is obvious. Hometown retailers are at the heart of the radio business model, and their demise signals a major problem for an industry that is already experiencing declines in national advertising dollars.  The health of the local retail economy is paramount to radio’s long-term survival."

Read the entire post here.

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