Will newspaper job cuts lead to growth of radio ad dollars? [Marketing News + Notes]
Yesterday, the New York Times announced it would cut 100 newsroom jobs. Earlier this week, Tribune Company will cut 500 jobs, including about 150 at the Los Angeles Times and about 100 at the Chicago Tribune.
This isn't good news for newspapers, or for print advertising in general. But we all knew it was coming. What we may not have foreseen, however, is a possible shift of ad dollars back to radio.
According to the Radio Advertising Bureau's recent "State of the Industry" report, non-satellite radio reaches 93% of the U.S. population and a staggering 92% of listeners stay tuned in during commercial breaks.
This could be huge, especially for marketers who aren't yet waist-deep in the interactive waters. Or for local marketers with local messages for local customers. If newspapers won't get the ad dollars, this seems like the only logical choice.
For now, anyway.
According to the Radio Advertising Bureau's recent "State of the Industry" report, non-satellite radio reaches 93% of the U.S. population and a staggering 92% of listeners stay tuned in during commercial breaks.
This could be huge, especially for marketers who aren't yet waist-deep in the interactive waters. Or for local marketers with local messages for local customers. If newspapers won't get the ad dollars, this seems like the only logical choice.
For now, anyway.
