• by July 8, 2004

RADIO FINDS ITS WINGS, TAKES FLIGHT IN THE CITY OF ANGELS -- Lately, the TV community in Los Angeles has grown apoplectic over how its medium is measured in the market, but some recent trend data suggest the TV folks might want to spend more time tracking other media, especially the "other" broadcast medium. Radio was the fastest growing of the major ad-supported media in the market, with ad sales expanding 5.8 percent during the first half of 2004. That's more than twice the rate of L.A.'s 2.6 percent growth in TV ad spending, and nearly three times the rate of total media growth in the market, according to an analysis released Thursday by the Radio Advertising Bureau. And despite all the attention newspapers have been getting in the market since the Los Angeles Times nearly swept last year's Pulitzers, the print medium was an also-ran, maybe even an almost didn't run, recording a scant 0.5 percent growth during the first six months.

Okay, so Los Angeles is the second largest media market after New York, but why does its first half ad momentum merit your attention? Because an RAB review of recent data indicates the market is a "leading indicator of the direction of nationwide" trends, says RAB chief Gary Fries. All we can say is from Fries' lips to KGOD's ears. Then again, it could be that radio's outlook isn't something that needs praying over. "The upcoming political season should have a tremendous impact on broadcast revenues in the Southland, with as many as five major propositions vying for the public's approval," points out Mary Beth Gerber, president of SBCA, ensuring, "We expect the second half of 2004 to continue to be a healthy one for local radio in Los Angeles." And if Fries theory is correct, maybe even for the rest of the nation

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