News Column

MEDIA: Business investment driving sales forward

August 31, 2014

By Keith Benman, The Times, Munster, Ind.

Aug. 31--Businesses are feeling confident again and looking to reach more customers through radio on both the airwaves and its digital platforms.

Health care, automotive, and help wanted are among the strongest performing sectors when it comes to buying advertising, with many companies now willing to enter into long-term contracts to raise their brand recognition.

"We have seen renewed interest in long term-investments from new and existing clients," said Jennifer Finnerty, director of sales at Adams Radio Group of Northwest Indiana. "They are looking to put money back into their businesses through advertising."

Adams Radio Group of Northwest Indiana had a breakout second quarter with revenues up 20 percent as compared to the same quarter in 2013, Finnerty said.

Nationally, the market has not been as strong as in Northwest Indiana, with the Radio Advertising Bureau reporting overall second quarter revenue was down 3 percent for the nation's radio broadcasters.

However, digital offerings continue to outperform, with those revenues up 9 percent in the second quarter. The Radio Advertising Bureau forecasts a stronger second half of the year for revenues across the board.


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Source: Times (Munster, IN)

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