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Daniel Anstandig,
President/ McVay New Media
Daniel Anstandig is VP/Consultant at McVay Media. His experience includes stints as General Manager, National Program Director, and various on-air stops. Among the clients Daniel has consulted are Clear Channel Radio Interactive , recording artists Jewel and John Tesh, Mental Floss Magazine, The White House Commission on Remembrance, Glencoe-McGraw Hill, Jones-TM, and various AC, Hot AC, and Christian broadcasters around the country. Daniel also serves on the Board of Directors for Radio Conclave.
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A report from eMarketer senior analyst Ben Macklin says that Internet advertising spending is set to surpass radio advertising in the U.S. in 2007 for the first time. Radio ad spending is expected to grow by 1.5 percent this year to $20.4 billion, while Web ad spending will increase to $21.7 billion, a 22 percent growth, according to Forbes.
Macklin writes that radio stations' Web sites and online audio ads "will be the principal drivers for radio advertising growth." However, he doesn't expect to see much growth in the near future, predicting a slow increase for radio advertising to $22.6 billion in 2011.
At that point, Macklin expects Internet ad spending to have ballooned to $44 billion.
Macklin notes that consumers listen to the radio while doing other things and advertisers combining radio and Web ads can be more effecting than online ads on their own.
"There are many synergies between radio and the Internet and, for the most part, they complement rather than compete with each other,"' he said. "Advertisers should not abandon radio in favor of the Web but combine the two media to take advantage of the unique attributes of each."
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