As much as the coronavirus crisis has shaken large parts of the economy, and consequently the advertising industry, it is interesting that the same crisis has now brought traditional media back into the focus of advertisers. Above all, television, but also newspapers, magazines, and, of course, linear radio. This is contrary to the predictions of the „fundamental digitalists“ who see the future of media exclusively online and monotonously declare linear genres dead.
Because whether it's customers or agencies, the advertising industry always follows closely in the footsteps of consumers. And the latter trusted traditional media more than digital media during the pandemic. Facebook, Twitter, Instagram and co. may stand for anything, but not exactly for objective reporting, security and transparency. This explains why even young, internet-savvy people are returning to „true values“ in uncertain times and the old strengths of traditional media are coming to the fore: namely quality, reliability and high credibility – especially at regional and local level. The troop of advertisers has recognised this and, according to research by the advertising trade magazine Horizont, demand for advertising space in TV, radio and print is visibly increasing. In a longer article titled „Back to Classics,“ author Katrin Ansorge sums up the trend back to tradition very accurately (issue 33-34/2021, 19.8.2021).
For me, however, this is no surprise. Anyone who knows me and has read my blog posts knows that I am firmly convinced of the future of the traditional medium of radio anyway. Although intertwined with and convergent with digital media/audio services, it is still strong linearly, especially at regional and local levels. This is because there will always be a demand for good, curated local radio programmes – not just in times of crisis. And of course, advertising also benefits from a high-quality editorial programme environment, from the credibility and the stabilising effect of local radio.
Regarding the infinite advertising possibilities of digital media and the absolute precision of „extreme targeting,“ it remains to be seen how the restriction of cookies will impact this. And we can also look forward to future evidence of the absolute effectiveness of „digital targeting.“.
Please, dear readers, do not misunderstand me. I do not mean, of course, that the traditional media will rise from the ashes like the phoenix after the pandemic, displace internet advertising, and divide the advertising pie amongst themselves alone as in days gone by. But I do think that the „rediscovery“ of old values and strengths will last... or could last.
I am certain that radio/audio has every chance of remaining an equivalent and equally important advertising medium within the diverse bouquet of media genres – both digital and linear. Provided that radio providers invest in good programming, in strengthening regionality, specifically in their local studios, as well as in the digital transformation of their businesses. Being technologically up to date and digitally designing business processes and workflows brings competitive advantages today. Tomorrow, this will be the entry ticket to even gain access to the digital and automated advertising market.
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