Borrell Associates

Borrell Associates CEO urges broadcasters to train its sales forces for digital at RAIN Summit West

Friday, May 18, 2012 - 11:00am

Borrell Associates data"I'm kind of pissed off," began Borrell Associates Founder/CEO Gordon Borrell on-stage at RAIN Summit West 2012. He was thinking about "all the things radio could be doing with the Internet," yet are "being squandered."

On the one hand, Borrell explained during his POV ("Point of View") presentation, radio has the "second-largest sales force out there... a local sales force of 80,000." Yet it has the fifth-largest sales force for digital. "Why is that?"

Meanwhile, said Borrell, "advertisers are desperate for a digital education." And they're looking to their traditional sellers for answers and help. Yet "radio hasn't really significantly trained its sales force" for digital opportunities, argued Borrell. And there are plenty of digital opportunities for radio.

He showed that radio listeners are 48% more likely than the average U.S. consumer to use a PC, laptop or mobile device. And exposure to radio boosts brand browsing online by 52%. "We've seen this for 5-6 years now," Borrell said. "Radio does a better job at driving Internet traffic than the Internet itself."

Gordon Borrell

Some station clusters are already taking advantage of these opportunities and making millions on digital advertising, showed Borrell. But, as an industry, radio's digital advertising share is "puny" -- the second-smallest share of U.S. digital ad dollars. That said, radio's digital ad revenues are expected to grow 35% this year.

But Borrell encouraged radio to do more, to follow the example of leading station clusters, to train sales forces to show advertisers what they can do with digital. "Radio sales forces could be the perfect solution," said Borrell, "if they were trained properly."

You can watch Borrell's POV -- and nearly every other presentation and panel from RAIN Summit West 2012 -- from RTT News here.

Three experts will offer their perspectives on "Redefining Radio" at Las Vegas conference

Tuesday, April 3, 2012 - 12:05pm

RAIN Summit West POVsThis year's RAIN Summit West will include a brand-new feature: RAIN Summit POVs, or Points of View. We've invited several industry thought leaders to weigh in on a certain topic. This year's topic: Redefining Radio.

As part of the Summit -- which takes place Sunday, April 15 -- the industry experts will share their perspectives in brief 10 minute talks. 

This year, the following industry experts will present RAIN Summit POVs:

  • Triton Media Group President/CEO Neal Schore
  • Borrell Associates CEO Gordon Borrell
  • Liquid Compass Founder and CEO Zackary Lewis

We hope their ideas on "Redefining Radio" will spark new thoughts and provoke some interesting cocktail party conversations! The POVs are sure to be one of RAIN Summit West 2012's highlights.

Now that we're a few weeks away from the Summit, tickets are going fast. Several of our Summits in the past have sold out, so we encourage you to register sooner rather than later.

You can find out more about the Summit and register to attend right here. We hope to see you there!

Radio would likely reap rewards by focusing AEs on specific platforms

Thursday, January 19, 2012 - 11:25am

Online revenueA new survey shows the benefits to media companies of a "digital-only" salesforce. The new study, by Borrell Associates, compared media companies with digital-only sales people to companies with a combined, all-platforms sales staff.

Borrell found that those companies with an online-only sales staff generated 2.5 times as much gross online revenue per rep as other companies ($185,900 vs. $73,300). 

"It’s clear that having a staff dedicated to selling online advertising -- and combining it with the efforts of the legacy media sales force -- drives more digital revenues," the study ("Assessing Local Digital Sales Forces") states.

Borrell also found that just 11% of radio businesses employed dedicated online sales staff, compared to 55% of newspapers and 39% of TV companies.

"Too many radio stations are structured like a Border’s book store at a time when consumers are using Kindles," writes Paul Jacobs -- General Manager of Jacbos Media -- in reaction to  the study. "By utilizing traditional sellers, radio will be hard-pressed to morph effectively into viable digital media outlets that generate serious revenue." You can find Jacobs' full analysis at the jacoBLOG here.

Borrell's study also raises questions about how many digital-only sales reps are needed and whether it's better to split digital sales into a separate division. MediaPost has more coverage here.


Wednesday, June 1, 2011 - 12:00pm

Nearly 40% of respondents age 18-54 said they listen to Internet radio on a mobile device, according to a new survey of over 1,000 people by Audio Graphics and Borrell Associates. That’s up from 22% in December 2009.


Tuesday, August 16, 2011 - 11:00am

A new Borrell Associates report projects mobile audio ad spending will reach $667 million by 2016 — up from $161 million in 2011. This growth will be fueled by local advertisers, says Borrell, and could be even greater if “radio puts more focus on mobile,” writes Inside Radio.

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