Media Outlook 2000
Premiere Radio Networks
Radio is going through a gold
rush. The deafening sound of media purchases from
advertisers has made radio broadcasters look good and
shareholders smile ear-to-ear. So whats in it for you? The
untold truths are starting to appear. Theyll overshadow any
concerns you might have about commercial clutter, consolidation
of ownership, or larger than inflation rate price increases.
Spend five minutes with me and see what I see as an operator of
radio programs nationwide; itll renew your faith in
Any robust economy brings about innovation.
In radios economy, advertisers now sell products and
services harnessing better on-air talent than ever before.
Celebrity names that draw listener attention dot the radio dial.
On country music stations, Jeff Foxworthy and Naomi Judd work
weekends. On urban stations, Dr. Dre and Ed Lover get behind the
microphone every day. Talk radio welcomes Martha Stewart and
Internet mavens The Motley Fools, and pop stations now work
with game show stars Alex Trebek and letter-turner Vanna White.
Big names attract the attention of listeners and keep them
listening longer through commercial pods. The disarming
casual nature of a radio broadcast gives the majority of existing
and new radio stars the venue and creative leeway to advocate
purchases on behalf of a willing sponsor.