Radio’s Online Advantage                 (is being squandered….)April 15, 2012   RAIN Summit West
About this presentationThe following presentation was made by CEOGordon Borrell at the RAIN Summit West pre-NABshow in Las...
Total Local Ad-Sales Force                                                                                                ...
Local Sales Reps Selling Online Adswww.borrellassociates.com                                                              ...
Local Sales Forces -“Digital Ready”                                                                                       ...
Forecast                                 Radio’s Online Performance                                                       ...
Radio Listeners are More Connected                                                                                        ...
Exposure towww.borrellassociates.com                            Radio Boosts                            Brand Browsing    ...
Why? Hands-on-Keyboard While Listeningwww.borrellassociates.com
75% of                            Radiowww.borrellassociates.com                            Clusters                      ...
Top                            Performerswww.borrellassociates.com                            Beat Peer                   ...
Thoughts Advertisers are desperate for a digital education Radio’s sales force could be the perfect solution Radio’s li...
RecommendationThe only way to unlock that potential is to giveinteractive managers the freedom to use radio’sstrengths to ...
Thank you!Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comTwitter: goborrell
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Borrell Radio & Internet Newsletter (RAIN) Summit West, April 15 2012

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This presentation was given by Gordon Borrell at the RAIN Summit West, a pre-NAB Show conference, on April 15, 2012, at the Las Vegas Hilton. The presentation theme was around the radio industry's big advantage when it comes to the Internet, yet its general inability thus far to capitalize on it. For the audience's reaction, see the tweets referencing @goborrell on April 15.

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Borrell Radio & Internet Newsletter (RAIN) Summit West, April 15 2012

  1. 1. Radio’s Online Advantage (is being squandered….)April 15, 2012 RAIN Summit West
  2. 2. About this presentationThe following presentation was made by CEOGordon Borrell at the RAIN Summit West pre-NABshow in Las Vegas, Nevada, on April 15, 2012. © 2012 Borrell Associates Inc.
  3. 3. Total Local Ad-Sales Force Radio haswww.borrellassociates.com the second- largest ad sales force. Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
  4. 4. Local Sales Reps Selling Online Adswww.borrellassociates.com …but the fifth- largest “digital- ready” sales staff. Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
  5. 5. Local Sales Forces -“Digital Ready” Only 25%www.borrellassociates.com of radio sellers are trained and ready to sell digital products. Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  6. 6. Forecast Radio’s Online Performance for 2012 But overall share iswww.borrellassociates.com +35% tiny. How $16.4b Was Shared in 2011 Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  7. 7. Radio Listeners are More Connected Radio listeners are up to 48%www.borrellassociates.com Index to U.S. more likely than the average U.S. consumer to use a PC, laptop or mobile device. Source: Scarborough Research/Arbitron, 2011
  8. 8. Exposure towww.borrellassociates.com Radio Boosts Brand Browsing By 52%Average Uplift in Brand Browsing Across 32 CampaignsSource: RAB U.K. Radiio Multiplier Effect, 2008
  9. 9. Why? Hands-on-Keyboard While Listeningwww.borrellassociates.com
  10. 10. 75% of Radiowww.borrellassociates.com Clusters Made < $500k in Digital Sales in 2011 Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  11. 11. Top Performerswww.borrellassociates.com Beat Peer Averages 8x to 10x in 2011 Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  12. 12. Thoughts Advertisers are desperate for a digital education Radio’s sales force could be the perfect solution Radio’s listeners are rarin’ to go Some stations are leading the way But they understand one little secret…
  13. 13. RecommendationThe only way to unlock that potential is to giveinteractive managers the freedom to use radio’sstrengths to build a new business, rather thanforce them to work with radio’s assets.
  14. 14. Thank you!Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comTwitter: goborrell

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