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Radio: The Last Bastion of Legacy Media Strength

Radio: The Last Bastion of Legacy Media Strength

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Jack Myers

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The Myers Report
64

To those of us who have always been believers in radio, as those in the industry know I've been, it's not a shock that radio is emerging as the only legacy (i.e., pre-digital) medium that's emerging as a growth medium. Overall, The Myers Report projects 3.7% annual audio ad spending growth between 2020 and 2025 (factoring in COVID-19 related impact). Unlike other legacy media that generate 15 to 25 cents in digital ad revenue for every linear/legacy ad dollar lost, the local radio station business is forecast to generate estimated $1.30 in digital revenue for every linear dollar lost.

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Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection… read more

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Knowledge Exchange
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MediaVillage “Knowledge Exchange” is where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “Knowledge Exchange” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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