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

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Issue Date: 
May 18 2012 - 11:00am

From Issue:

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.

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The Shadow Market

Gordon is dead on. local media of all types have what amounts to a "digital shadow market" of many $MM right user their noses. Local biz spending significant $ on digital marketing and services not readily trackable compared to traditional. SMB's need someone they can trust - and local media have long standing relationships and reputation - just need a little training and right product mix.

Keep in mind much of this would be true incremental rev from clients you've NEVER had. Ready to get started? Visit www.guaranteedigital.com and we can start helping you driving new digital $$ in a few short weeks.

Daryl Hively

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