Is Radio’s Losing Streak About to End?

Forecasters are forecasting that after three years of consecutive declines, radio is about to post its first quarterly gains. The question is, will it be enough?

Citing a return of some longtime advertisers to the fold, the addition of some newbies, and increased revenue from digital and multiplatform, some analysts are predicting a 2010 that ranges from flat to up 2%.

Meager, but hey, it beats the alternative.

The question is whether or not a forecast that basically predicts treading water will be enough to turn the ship around.

With ferocious debt still killing off personnel and creativity, the revenue gains may not be enough to do what’s required — which is invest in content. And if that doesn’t happen, the audience erosion will continue.

Read the Ad Age article here.