MEDIA: Advertisers show faith

Times Board of Economists - Update from Jennifer Finnerty, Radio One Communications
2013-10-20T00:00:00Z 2013-12-18T16:20:16Z MEDIA: Advertisers show faithBy Keith Benman keith.benman@nwi.com, (219) 933-3326 nwitimes.com

As the economy improves, advertisers are staying loyal to what works, whether that be traditional or new media, said Jennifer Finnerty, Radio One Communications general manager.

"The overall feeling now is things are improving, and people feel more comfortable allocating money into advertising," Finnerty said.

The big rebound in automobile sales and intense competition among health care providers is driving strong advertising volumes in those sectors.

But media managers have to stay wary, as advertising is one of the first costs many businesses cut when the economy softens or it appears there are storm clouds ahead.

"With what's going on in Washington, there is now some nervousness and uncertainty," Finnerty said.

Like many employers, Radio One will again be hiring this year, in sign of its faith in the future.

Much of that future is being driven by the roll out of new digital products in media, with radio stations and newspapers taking advantage of the ones that can best build audience and serve advertisers.

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