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Radio still plays lucrative chain marketing tune

Reports about the decline of traditional radio as an effective advertising medium have not been greatly exaggerated. The news just hasn’t reached the restaurant industry, which still considers radio alive and kicking.

Overall radio revenue was flat in 2006 for the second year in a row, according to figures compiled by the Radio Advertising Bureau, and a number of forecasts predict revenue will be flat again or will decline this year.

Marketers spent about $22 billion on radio ads

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