It seems the glimmer is already beginning to dim on the early front runners in digital media.

            Once the fore-runner  in ‘new’ media advertising, online display advertising’s share of digital ad spend  is predicted to decline by 12.4% over the next four years, according to a January 2016 Ad Buyer Survey conducted by Cowan and Company.

            And the runner up, Search, is forecast to post a .4% decline in digital spend share.

            Both of these early digital stars are giving way to the latest ‘new’ media. Social media’s share of digital spend is forecast to grow by 14.9% and online video is predicted to increase their share by 11.2% over the same four year window.

             ‘New’ continues to be a powerful word in the media sales business. For advertisers not using radio, radio can be ‘new’. Positioning radio as a new way for local businesses to reach their prospects can be appealing. Radio as their ‘new media’ can be easier to buy and understand than the increasingly complicated and fragmented digital options.

            Contact [email protected]  to learn how our SoundADvice radio e-marketing system continues to educate our member-stations’ prospects and salespeople on the strategic role radio should play in the new media landscape.