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September 03, 2008

Small Market Radio Trounces Big Market Radio...Again

Both Inside Radio and R&R Today report an analysis by Jim Boyle of C.L. King & Associates that shows that while large market stations have seen revenue plunge by an average of 3.2%, small market stations have managed to grow their revenue by 1.4% over the same period of time.

Boyle attributes the poor performance of large groups to:

Unwieldy giant platforms that had corporate/regional management too far removed from the local pulse, local audience, and Main Street clients.

He adds:

Big groups say they attempt to develop new business from outside of existing radio ad budgets. But we are told by sales executives year after year they really just try to steal other radio peer ad business so as to shift market share, not build the overall radio ad pie.

Posted by on September 03, 2008 at 03:13 PM |

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