We’ll see if this prediction from Magna actually materializes at the end of the year, however, Magna is predicting that due to decreased demand from a variety of ad categories, radio ad revenue will decline 4.4% this year. Magna projects that ad revenue for radio will drop to $13.4 billion in 2017, and the firm expects a similar drop for radio in 2018.The categories that experienced steep declines were: auto off 14%, restaurants down 12%, and finance and insurance off by 9%.
It is incumbent upon ownership and upper management to shift their portfolios toward local-direct businesses as they always are going to favor an expansion of their target and retargeting capabilities with digital and mobile solutions available says Philip Jay LeNoble, M.B.A., Ph.D. CEO of Executive Decision Systems Inc. of Littleton, Colorado. Local direct, he finds provides a much higher net revenue cushion than does transactional short-term revenue solutions including the local-direct client's willingness to concentrate their brand equity long term.
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