[SBE] The future of Broadcasting.
ebukont at msn.com
Tue Mar 16 02:08:58 EDT 2010
While they may listen heavily, online purchases have created a vast disconnect between the listening location and the purchasing location. If an advertiser's purchasing systems do not track the shipping location as data for marketing review, it is unlikely they are noticing a return on their ad dollars, and thus, they see little reason to buy radio time.
It used to be that national radio buys resulted in local product buys. Not any more. The national buy no longer supports a retailer at the local level, in the location of the listening and buying. The national ad now funnels all such support requests, nationwide, to one warehouse in some desert. The only local revenue other than the airplay is probably to the UPS driver.
Edwin Bukont CSRE, DRB, CBNT
V- 240.417.2475; F- 240.368.1265
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