Five Things To Be Aware Of In 2017

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In his Forecast 2017 keynote address Wednesday, Borrell Associates CEO Gordon Borrell gave the radio industry five issues they should look out for in the year ahead. Here’s what they are.

Borrell says advertisers are going to cut the weaker traditional media budgets in order to fund digital, and he says that Facebook is where a lot of the money is headed. He also believes advertisers are going to stop talking to reps who don’t understand their own marketplace.

Next, clients will use e-mail as a shield. Borrell says his most recent study shows that 98% of local businesses prefer to be contacted by e-mail so it can help shield them from the 35 or more salespeople that are calling on them. He says if your reps do not know how to use e-mail to contact their clients, they will be cut out.

Also, advertisers are going to redesign their websites in the next year. So, Borrell advises, “Find a way to help them build a new website.” And finally, Borrell points out that advertisers want to partner with people who listen to them.

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