WSJ Discusses Talkradio’s Advertising Problem

The Wall Street Journal Wednesday (Feb 5, 2015) published a prominent article on the front page of Marketplace about how Talkradio is finding that while it is attracting sizable audiences, social media has scared off many of its former reliable advertisers, creating opportunities to fill some of those advertising avails.Talkradio

More than 50 million people in the U.S. tune in each week to news-talk radio stations that carry advertising, making it radio’s second-most popular format, behind country music, according to Nielsen.

But many national advertisers have fled from such stations in recent years, seeking to avoid associating their brands with potentially controversial programming. As a result, advertising on talk stations now costs about half what it does on music stations, given comparable audience metrics, according to industry executives…

…Local and direct-response advertisers, such as flower-delivery and financial services, continue to advertise on conservative talk shows. But overall demand has tanked among national advertisers for anything else that could air on the same stations, putting some syndicators and stations in a bind on their programming.

Read the full article – www.wsj.com/articles/talk-radios-advertising-problem-1423011395