Forecasts, Warnings, and Comments - 1

Over 20 years of writing articles my goals were to report digital's impact on broadcast, to aid internet radio, and to help indie artists. Comments were not based on guesswork. Words came from the trenches, from real-world experience or from research provided by credible companies.

An observation: The farther into digital the world gets the less radio executives listen. Today, efforts are on survival with minimal effort.

Data in 2017 will continue to show an ad dollar flight to accountable media buys.

Traditional media will continue to argue they're doing fine; but don't look under the demographic hood, please!

Here are some observations made over the years.

Ken Dardis
Comments from Ken:
Oct. 27, 2000

Conducted by Roper Starch for AOL, the study concludes online commerce has become a daily activity for millions of people. Through a phone survey of 1,004 Internet users, 56% say they shop online. That's up from 31% in 1998. 80% said they research products online (a good reason broadcast advertisers need a presence on your station web site).

Jan. 3, 2001

Radio sales execs need to understand the (relative) simplicity of gathering user data, collating it, and using it. It is a tool that will become more common in the future.

Mar. 28, 2003

For the younger set the Internet is more than a source of information or entertainment; to them it's a social gathering place.

Aug. 17, 2004

One telling sign is that over 50% of the businesses described above feel "the Internet will enable them to be more successful in their local market...." In comparison, only 35% felt that way in 2002. (Study conducted jointly by The Kelsey Group (TKG and ConStat, Inc.)

Aug. 17, 2004

Another sign is that 48% of your potential radio advertisers now have their own web site, and they feel about 15% of sales are attributed to it. Study conducted jointly by The Kelsey Group (TKG and ConStat, Inc.).

More Forecasts, Warnings, and Comments:
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