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Online Advertising To Surpass Radio Advertising By Years End

“While advertising spend is experience tremendous growth, Radio is lagging behind and by years end likely to fall behind online advertising in addition too losing to television and newpapers in adaption to the internet.

“While advertising spending is growing rapidly online, it is not necessarily at the expense of radio,” says Ben Macklin.

Ben Macklin is senior analyst and author of a report for emarketer titled “Radio Trends: On Air and Online.”. “There seems to be no reason why this market cannot find a new lease on life and benefit from the growth in the online sector. Advertisers should not abandon radio in favor of the Web, but combine the two to take advantage of the unique attributes of each.” Mr. Macklin was quoted as saying.

The report from eMarketer expects US radio advertising spend to grow 1.5% during 2007 to $20.4 billion. However this is really a bit lackluster due to the fact that between 2006 and 2011, an additional $2.5 billion will be spent on radio advertising.

Growth here will be seen on radio station web sites, and through in-stream Internet audio advertising. Additional enhancers are satellite audio, HD Radio pod casting and mobile devices.