A tipster tells us Interep, facing repayment of $100 million in bonds, is expected to file for bankruptcy within a month. The move causes one question the viability of radio’s current business model and how long it can last before it has to die or completely transform itself into something new and different.
Back in the day, radio ruled geographic and demographic targeting. Certainly, it still delivers on that but there are so many more efficient methods of achieving effective targeting that radio simply can’t compete in its current form. The competition of the playing field has exponentially increased over the past ten years and media that can’t adapt simply will not make it.
We don’t believe radio will ever disappear. Not at all. Though it’s clear it’s business model will need to change to survive.
