Radio Sales Survey

Inside Radio recently conducted a survey of radio sales executives that I thought you’d find interesting. Below are the results. You can download the pdf if you click here.

What size market are you in?
#1-25 31%
#26-50 20%
#51-100 11%
100+ 31%
Unrated 8%

Are your personal advertising sales increasing or decreasing?
Up - 10% or more above last year. 16%
Up - Slightly more than last year. 22%
About the same as last year. 15%
Down slightly less than last year. 22%
My sales are off more than 10% for me when compared to last year. 26%

What are you doing to reduce the use of gasoline?
Nothing - still have to make the sales calls! 21%
Using the phone more. 27%
Using the internet/email more. 31%
My manager requires our sales staff to be OUT of the office most of the day. 12%
My manager does not mind if salespeople stay around the office to use phone/computers. 9%

Does your station offer any kind of fuel reimbursement?
Yes 17%
No 83%

Will you likely make more money or less money in 2008?
More 30%
Less 41%
About the same 29%

Have commission rates changed in the past year?
Yes - rates are down for Agency and Direct Sales 26%
Yes - rates are down for Direct Sales 8%
About the same 47%
Commissions have increased for Internet sales only. 13%
Commissions are up for the sale of shorter-length commercials only. 7%

Career outlook in the next year
I hope to remain at this station/cluster and watch sales improve. 62%
I hope to move to another station/cluster in my market. 2%
I hope to move to another city to work in radio. 8%
I would like to work in media, but perhaps in TV, Internet, out-of-home. 12%
I am looking for employment in another industry outside of media. 16%

How long have you worked in the radio industry?
Less than one year. 2%
1-3 years. 3%
More than 3 years. 20%
More than 10 years. 75%

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