Radio and the future media marketplace

Steve Cox

Traditional values of coverage and frequency for the media planner are re-examined, as the author tries to position radio in the future media marketplace.

Radio and the future media marketplace

It is time to reassess the value of radio as a viable media option

Steve Cox

Traditional values of coverage and frequency for the media planner are re-examined, as the author tries to position radio in the future media marketplace. As fragmentation continues, mass coverage media opportunities will become highly-priced premium commodities. Emphasis may shift from mass coverage to controlled levels of exposure amongst highly-defined targets with radio as an increasingly attractive option. A medium that is invited into listeners' personal spaces, accompanies them throughout the day, and is regarded as a friend, offers...

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