Google in your market … bigger than you realize

Later this month when Google reports 2008 financial results, we will find out if Google is bigger than the entire radio industry.  In ten years, Google has shown how websites can be an effective part of their marketing program.  Since Google revenues might exceed all the radio station revenue in your market, it’s time to learn how to sell against, around and with this gigantic local competitor.

The brand new information comes from a recent SEC filing where Google confirms they have 1-million advertisers.   The table below attempts to understand what 1-million advertisers means.  Take away Google’s international revenue and that portion of international advertisers.  Assume US revenue is evenly spread out across US advertisers and geography.  This is a big assumption.  Later, you can adjust your thinking for how much isn’t local.

If your radio station serves a population of 500,000 then it is possible Google had 970 clients in your market spending $1,550/month on search and Google network banner ads.  That’s about $18-million a year from merchants in your broadcast area.    Google didn’t get to $22+ billion in revenue without some part of your market. 

Did your 2008 sales revenues miss something? Do you have 970 clients? Merchants in your market spend part of their advertising budgets on something you either don’t believe in or don’t care about. 

Local merchants now have more respectable websites with product and service details, pictures & videos, location information, pricing, coupons, and ecommerce tools.  Does your broadcast signal work with or ignore websites? Are you engaging your listeners with web links? Does your website have dynamic content? Video? Texting? Commenting? Sharing tools?  

 Are you missing a connection and sales revenue? It’s time to make your radio website part of your marketing program.  Your advertisers are already there.  Join them.

 

Google Local Radio Market Revenue Estimates