Rupert Howell, the president of the Institute of Practitioners in
Advertising, warned the BBC that it is ploughing too much time and
effort into its TV output at the expense of its radio offering.
At the Radio Advertising Bureau conference last week, he told delegates
that commercial radio was in good shape and that the internet won’t
destroy existing media or traditional advertising.
Howell advised media practitioners to use radio as part of an integrated
approach to advertising, in order to enjoy a future in which old and new
media co-exist.
Adam Smith, Zenith Media’s head of knowledge management, said: ’Forms of
multimedia have been growing up around us for ten years and the young
have lapped it up - the same young who comprise a good third of
commercial radio’s audience. No-one is complaining that youth are
deserting radio as they are newspapers and, to some extent,
television.’
Also speaking at the conference were Quentin Howard, the chief executive
of Digital One and Kelvin MacKenzie, the chairman and chief executive of
the Wireless Group, on why he invested in commercial radio.
