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NEW YORK Terrestrial radio is in trouble financially — and the situation is liable to worsen before it improves, according to eMarketer.
Many of the country’s largest national broadcasters are on the verge of bankruptcy, and the Radio Advertising Bureau announced that Q1 2009 was the industry’s worst-ever quarter in terms of ad spending.
eMarketer predicts the radio industry will see double-digit losses in ad spending this year, with terrestrial radio bringing in $14.5 billion in ad revenue in 2009, a drop of 18 percent from 2008 levels.
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