Internet passes radio in spend – milestone

According to emarketer, Internet revenues are all set to cross radio’s $20 billion with projected spends of $21.7 billion. Another firm (Veronis Suhler Stevenson) projects that the Internet will overtake big titan, TV by 2011. Radio joins outdoor as the second medium to be left behind by the Internet juggernaut.

The travel industry has never been a great fan of radio advertising – the medium does not lend itself to the multi-layered product/destination experience delivered by the Internet, TV or even banners to some extent. Radio ads are quickly annoying the second time around and need to work harder to break the inertia of listeners going about their daily lives. The current Royal Carribean Cruise door-to-door radio spot is an example of unusually good radio advertising – a single-minded idea (going door to door to announce RC’s “next-door” cruises) crisply delivered. Hotels, however have a harder time with humor in general and radio spots are better used as reminders of tv spots or Internet campaigns. The radio as a standalone medium is always a risky idea. When was the last time a hotel used the medium effectively?

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Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.