I spotted this in the monthly newsletter of StateNets (formerly the National Association of State Radio Networks): The Tennessee Radio Network has 66 full time (?) affiliates and only 11 have websites.
Of all the surveys and data and research I’ve read, this simple fact, unscientific as it is, speaks volumes to me about the radio business in 2006. If every one of your advertisers (okay, most of them) has some kind of online presence…why wouldn’t you?
In the same issue, Tom Dobrez –the head sales guy for the association– writes about “The New Media Blitz”:
“…we are all starting to feel its impact. A trip to 3 major markets in the last few weeks confirms the low level of respect radio is garnering from the nation’s major marketers. It’s just not hip. Its not now its so yesterday. The onslaughts have come from everywhere. First it was satellite radio, then Ipod and internet now its product placements etc. … It will be near impossible to get any media decision makers attention with spots only. The old way we sell it are GONE!”
Here’s my advice to my old StateNets buddies: Go down to the basement…set the Time Machine for 2000…and call me when you get there.