• by March 22, 2002

The Radio Advertising Bureau (RAB) has released the findings of its third annual Nontraditional Revenue Survey, which garnered a 66% increase in respondents over last year, including a surge of 11% from major market stations.

RAB President and CEO Gary Fries said, “The results of the RAB NTR Survey support the fact that the Radio industry is moving away from mere commodity selling and is focusing on the larger marketing picture.”

The Study confirms the growing trend in NTR-generated Radio revenue – such as event marketing, cause-related marketing, recruitment, Internet, manufacturer direct, dealer group and others - with 84% of respondents reporting an increase in their NTR selling efforts, 72% planning to expand their event marketing and 54% planning to boost cause-related marketing.

Training continues to be of vital importance to successful NTR selling, particularly in event marketing. For the second year in a row, time management was identified as the biggest challenge.

One of the most significant findings of the Survey is that more Radio managers and sellers understand the importance of selling at least six months in advance. This indicates that Radio stations are investing in longer-term, higher-revenue campaigns.