From Media Post
For over a decade, traditional media companies have pointed to digital media as a promising source of revenue growth — but as 2012 draws to an end, it’s clear that this promise is still more theoretical than real, while ad dollars continue to migrate away from traditional channels. This is particularly true for broadcast radio groups and newspaper publishers, whose 2012 results have (so far) offered little in the way of digital cheer.
In the first nine months of 2012, total digital advertising revenues for the radio industry came to $561 million, according to the Radio Advertising Bureau, up 7% from about $524 million in the same period of 2011. While this is not an insignificant sum, it’s just 4.6% of total radio ad revenues of $12 billion. This comes as spot advertising, the mainstay of the radio business, delivers flat growth for the year-to-date.
Traditional radio broadcasters are also lagging behind in attracting digital audiences.