Radio ad spending declined for the second consecutive month in August, falling 1 percent from August 2003, according to estimates release Friday by the Radio Advertising Bureau. The RAB attributed the
decline to "flat" local sales, as well as a 5 percent decline in national ad spending. Through the first eight months of 2004, radio ad spending is up 2 percent, with a 3 percent gain in local
offsetting a 2 percent decline in national radio ad spending. RAB President-CEO nonetheless called the results "very encouraging," citing an 8 percent surge in August in markets 31 through 100. "This
is a leading indicator of a strengthening local marketplace that is starting to radiate into some of the larger markets," stated Fries.
