• B to B, Monday, April 17, 2006 11:15 AM

If it ain't broke, don't fix it. If it's worked in the past, it's likely to work in the future. Those are the messages the Radio Advertising Bureau is hoping to convey with a new print campaign designed to keep advertisers faithful to old-fashioned terrestrial radio during a period of intense new competition from satellite and Web radio. The campaign, launched last week, assumes a humorous approach to the subject matter. It stresses that everyday things that have proved popular over the years deserve our continued loyalty. "The ad campaign is part of [a] multimillion commitment from the industry for research that documents radio's effectiveness as an ad vehicle," says B to B Online. "A fourth study, in a series on radio's relationship to consumers, is scheduled to be released at the end of the year." While terrestrial radio has been holding its own nationally, it's felt the challenge from insurgents in many local markets. Local ad dollars dropped 3 percent in February 2006 as compared to the same period a year ago.

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