October Radio Ad Numbers Breath Of Fresh Air To Industry

There were some hopeful signs in October for the beleaguered radio industry, which has trailed other media in emerging from the recession.

National radio ad revenue surged 6 percent that month—the largest year-over-year gain in six months, according to the Radio Advertising Bureau. Still, national accounts for only 20 percent of the radio advertising business, and local radio revenue (which rings up the lion’s share of industry profits) slipped 1 percent.

Combined local and national ad sales revenue in October rose 1 percent from that month in 2003, according to the RAB.