It seems like only yesterday that the Radio Advertising Bureau [RAB] was telling us that: “The [commercial radio] sector has turned a corner and not only halted [revenue] decline, but moved into renewed growth …” In fact, it was 20 May 2010 and the reason for the RAB’s optimism was the sector’s 2009 revenue performance. Yes, revenues in 2009 were down 10% year-on-year and yes, back in 2008, they had already been down 6% year-on-year. But, as I noted at the time, mere numbers never seem to get in the way of the trumpeting of a “terrific achievement.”
Grant Goddard is a radio broadcasting expert with a lengthy track record of creating successful, innovative radio stations and programmes. His extensive writings about the radio industry are detailed on his website and can be downloaded from Amazon.