• by September 7, 2001

If July's revenue numbers are any indication, the Radio industry's economic prospects appear to be brightening.

According to the Radion Advertising Bureau, local ad sales were down just 1% for July, while national dollars were off 14% -- while still not in positive territory, these numbers are considerably better than the last several months. Combined, local and national revenues were only 4% behind the same month in 2000.

On a year-to-date basis, local advertising figures were still 3% lower than last year, and national sales were running 20% behind 2000. Together, local and national revenues were down 7% from the first six months of the previous year.

The RAB Sales Index for the month of July is 133.4 for local, 116.9 for national and the combined local and national total for the month is 129.5. The year-to-date Index for local is 132.4, national is 120.4 and the combined total is 129.9. The RAB Sales Index, which was introduced at the beginning of this year to put the overall Radio industry growth into perspective, equates base year 1998 to 100.

"Radio categories like automotive and communications/cellular, are healthy and, in some markets, are even up considerably," said Gary Fries, President and CEO, RAB. "The July numbers point to a 3rd Quarter recovery for Radio, beginning with a flat September, followed by increased activity and growth that will lead us into a far more positive start to 2002."

The monthly totals are based on RAB's Radio revenue index of more than 100 markets.