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Article: Radio still dials up b-to-b audience.(News)(Survey)
- Article from:
- BtoB
- Article date:
- May 5, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: MATTHEW SCHWARTZ
The radio industry is grappling with declining ad revenue and growing competition from new media. Yet amid all of the upheaval in media, the oldest electronic medium continues to be a viable marketing tool for b-to-b companies.
Take Fellowes, a 91-year-old b-to-b company that sells office equipment and supplies. The company devotes 25% of its marketing communications budget to radio, either exclusively or as part of an integrated media buy, said Maureen Moore, director of corporate marketing and communications.
"Radio enables us to explain an issue-and a solution-in a way that other media don't allow,'' Moore said.
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