While things continue to go well now, traditional radio cannot afford to ignore the digital future. I know, I know: I’ve been beating this drum so long that you’re probably sick of it by now. But I’ve done radio more than half my life and I don’t want to see it fail because the people in charge are so fixated on month-to-month revenues.
But maybe something like this will get their attention. Fitch Ratings, a company that offers opinion on credit, corporate guidance and the future of business, issued a report yesterday saying that they expext traditional radio advertising to begin to decline by 1-2% annually. The only way to counteract this is to “capture significant share of digital listening…particularly via mobile.”
Maybe if radio suits won’t listen to people like me they’ll listen to the people who advise others on investments.