Forecasts for U.S. adverting spending in 2010 are on the rise. Barclay’s Capital is now predicting yearly increases of 5.5% for the industry, due to larger expenditures in the automotive and political categories. (Loechner, 2010)
But the most interesting news is that radio spending, which has been declining for years, is now forecasted to increase by 7.4% in 2010.
Why? Radio stations are local, highly targeted, and 77% of adults listen daily (including 80% of adults 18-34). (Loechner, 2009).
Clearly it was premature to count this “old” medium out. Is a rebound for newspapers on the horizon too?
Loechner, J. (2010, April 16). Radio Leads Way For Bounce in Ad Forecast. Mediapost.com. Retrieved April 21, 2010, from
Loechner, J. (2009, November 9). Radio Dominant Audio Device. Mediapost.com. Retrieved November 9, 2009, from