Talk Radio’s Advertising Problem
Audiences Still Tune In, but Social Media Scared Off Many Advertisers
By Hannah Karp
Feb. 3, 2015 7:56 p.m. ET
WALL STREET JOURNAL
There are plenty of people listening to talk radio. But over the past three years, it has become increasingly difficult to make money off it. ...But many national advertisers have fled from such stations in recent years, seeking to avoid associating their brands with potentially controversial programming. As a result, advertising on talk stations now costs about half what it does on music stations, given comparable audience metrics, according to industry executives.
Talk and news stations combined generated $1.5 billion in revenue in 2013, down from $1.6 billion in 2011, according to the latest numbers from media research firm BIA/Kelsey. Pure talk-station revenue fell to $205 million, from $217 million. The number of talk stations shrank to 510 from 546 over that time period, while the number of news stations increased by 150 to total 1,524.
Radio executives said the erosion of ad dollars from talk stations was driven in part by a series of organized social-media campaigns by liberal activists in early 2012 that scared away advertisers.
The social-media campaigns followed remarks by conservative talk-radio personality Rush Limbaugh , who called a Georgetown University law student a “slut” on the air after she had testified to lawmakers that her school should provide birth-control coverage to students despite its Catholic affiliation.
Talk radio took off in the late 1980s, largely thanks to Mr. Limbaugh. In 1984 the former music-radio DJ pioneered a new style of radio talk show that was more about showcasing his personality than about answering callers’ questions.
Wednesday, February 04, 2015
It certainly pisses in his corn flakes, so I suspect not. BTW, there are a few inaccuracies in this report and they mostly involve overestimating the audience for the conservative gasbags.
Posted by Steve J. at 2:25 AM