Adverti$ing 2.0: How Radio Keeps Thriving While Digital Is Driving (1)

‘Young people prefer digital media and abandon terrestrial radio’, some media buyers think. How to change their perception — and get their business?

Despite positive vs. negative headlines about the future of radio revenue, it’s a fact that many millennials still listen to our medium. They do spend less time with radio, as their smartphone is always within reach. So, we need to be present on digital platforms, and find ways to innovate advertising; questioning ourselves if it still makes sense to hit young people’s short attention span with 6-minute commercial breaks — or if we should offer sponsors a complete media package, including digital advertising, to complement their radio campaign.

This article will give you ideas & insights on:

• how to refocus your commercials towards engaging your audience 
• how to decrease your spot load while maintaining your revenue
• how to propose your advertisers audio alternatives to spots
• how to offer your sponsors visual substitutions to audio
• how to find your balance between revenue and values
• how to get your audience to become loyal to you
• and much more (around 1,800 words)