Media strategist Paul Jacobs addressed the 2019 Western Association of Broadcasters conference and his message to the room was pretty straightforward – not enough change is happening in Canadian broadcasting amidst the digital shift.
Jacobs laid out some numbers based on the results of Jacobs Media Strategies’ most recent TechSurvey. It finds just 6% of local ad dollars in Canada are going to radio, 7% to TV and 35% to online. 65% of radio listening is still in the traditional way, while 31% is now digital. As Jacobs put it “it’s very obvious where the puck is going” and broadcasters need to evolve by following those digital dollars, providing sales training, promoting station digital assets and encouraging talent to contribute to digital content.
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