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Marketing Matters: Hold the Eulogies

By: Donna C. Barson, MBA
Posted: December 5, 2006, from the December 2006 issue of GCI Magazine.

The sky is falling! The world is ending! Everybody grab a life preserver and bail out now!

These are the kind of sentiments being tossed around to describe the current marketing environment and how it relates to the tried-and-true advertising mediums of radio and television.

The thought behind these sentiments is that the rapid development and proliferation of new media had driven a stake through the heart of “old” media. Marketers, it’s been said, had best reduce dependency on them as soon as possible and flock to the Internet, cell phones and other mobile devices or risk losing all. The standard advice has been to revamp your media schedule.

Well, guess what? Even though those new media are alive and well, it turns out that there is still a lot of life left in the “old” media to forestall all those who were lining up for the funeral. To paraphrase Mark Twain, “The reports of the death of television and radio are greatly exaggerated.” Radio, Radio

As it turns out, traditional radio is indeed still alive and kicking, and satellite radio is not necessarily living up to expectations.