Radio Inventory Becomes Precious Commodity

NEW YORK – Radio inventory is tightening up for the summer. Los Angeles and other West Coast markets have been hard to buy this May, and things don’t look too much better for the rest of the summer, when L.A. is always solidly booked. The younger-skewing stations are only going to get tougher, buyers say. Station reps say they’re having trouble clearing in June, and July is pacing well ahead. Snapple has poured millions into the spot radio market. Taco Bell and Tombstone Pizza have also increased radio spending. Even at bump rates, it’s nearly impossible to get on New York radio with less than a two-week turnaround. Atlanta is another impossibility.
Copyright Adweek L.P. (1993)