New Ad Money Heading For Social & Internet Sources…

Monday, February, 8, 2010 by Mel Phillips.

Only 15 percent of advertisers surveyed say they’ll spend their money in traditional media like radio, television, outdoor, magazines and newspapers. The rest of the ad people studied in a new Forrester and Association of National Advertisers survey will shift their budget online into social-media (Facebook, Twitter, etc.), search-engine marketing (Google, Yahoo, etc.) and email marketing. The 104 advertisers that collectively spend almost $14 billion in measured media told the study they have allocated less than half their budgets to TV, radio and the usual suspects. ”It’s not that TV (and traditional media) is going to go away, but that expectations are going up” says Forrester analyst David Cooperstein. “People look at the digital side and say, “Wow with one-tenth the budget, we’re getting pretty good response.” Pepsi agrees. For the first time in over 20 years, they didn’t have an ad in the Super Bowl Game…

With regard to radio programming, software provider, Listener Active believes that mass media radio will have a difficult time “scaling down to the social level craved by Internet users. The social web has allowed everyone to share, rate, recommend, discover and exchange music. The social web is a few to few environment with friends influenced by friends more than anything else.” Of course, being smart business operators, Listener Active has an idea that can rescue radio but you’ll have to go to their website to find out what it is…

They’re not alone in believing that in order to “participate in these opportunities radio must find ways to incorporate Internet technology into its broadcasts.” Five years ago everyone in radio was debating whether or not to offer MP3’s and iPods in giveaways — five years from now, MP3’s and iPods will be obsolete, something that radio must avoid becoming…  

10 Timeline Memories:

1.1910] On my honor: The Boy Scouts of America is incorporated…
2.1915] Giving birth: Director D.W. Griffith’s civil war epic, “Birth Of A Nation” premieres at Clune’s Auditorium in Los Angeles. The three-hour silent movie cost $100,000, a fortune in 1915…
3.1922] On the radio: Warren G. Harding becomes the first president to have a radio installed in the White House. We like Harding…
4.1968] Death on the highway: Three college students die in a confrontation with highway patrolmen in Orangeburg (SC) during a civil rights protest…
5.1980] Charlie Rangel is pleased: President Jimmy Carter unveils a plan to re-introduce draft registration. Fortunately this movement never materializes…
6.1990] “Happy Trails“: Singer Del Shannon dies from a self-inflicted gun shot wound at 50…2005] Former Epic Records head of promotion, Al Gurewitz passes away from bladder cancer at 73…2007] Legendary singer Frankie Laine dies of heart failure at 93…2007] Anna Nicole Smith dies from ‘combined drug intoxication’ at 39…
7.1993] So sue me: General Motors sues NBC, alleging that ‘Dateline NBC’ had rigged two crashes to show the GM pickups were prone to fires. NBC settles the lawsuit the following day…
8.1996] Cyberspace: The largest one day online event to-date brings together the world’s top photographers, editors, programmers and interactive designers to create a digital time capsule of online life. It’s called “24 Hours in Cyberspace“…
9.1999] Clinton’s trials and tribulations: The Senate hears closing arguments in President Bill Clinton’s impeachment trial…
10.2005] A temporary peace: Israeli Prime Minister Ariel Sharon and Palestinian leader Mahmoud Abbas announce a cease-fire at a summit in Egypt…

Music Memories: 

• 1961] Number One on this date: “Calcutta” - Lawrence Welk…1981] “Celebration” - Kool & The Gang…
• 2004] Grammy Gold: Beyonce wins 5 Grammy Awards, tying the record for female performers held by Lauryn Hill, Alicia Keys and Norah Jones. Here, Beyonce accepts one of her awards…

Commentary:

One of the founding Top 40 radio pioneers passed away Thursday. Cecil Heftel, owner of Heftel Broadcasting and former member of the House of Representatives (Hawaii) died of natural causes at 85. Heftel was credited for being a radio-industry visionary for seeing an opportunity to serve the Hispanic population in the United States when his broadcasting company became Hispanic Broadcasting Corporation in 1999 but it is his work in developing top 40 radio in the 50’s that he’s most famous for. Heftel also ran unsuccessfully for governor in 1986. It was probably the only thing he didn’t achieve success in…We also note another media loss. Researcher Frank N. Magid, known as the “news doctor” for revolutionizing local TV news shows with his creation of “Action News”, died of lymphoma February 5 at the age of 78. Magid also advised AM radio stations to get into the FM field and urged broadcasters to invest in cable TV

“Happy Birthday…happy birthday“: Gary Coleman (42), John Grisham (55), Mary Steenburgen (57), Robert Klein (68), Tom Rush (69), Nick Nolte (69) Ted Koppel (70) and John Williams (78)…

Timeline Countdown: 6 days until Valentine’s Day, 7 days until President’s Day, 10 days until pitchers & catchers (55 days until the MLB opener between the Red Sox & Yankees), 34 days until daylight savings time and 40 days until spring…

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