1. Peter McPartlin, strategy director, Carat Ireland The true value of radio in a digitally-centric world

2. Your questions How radio can add value for clients rather than dropping rates; How radio can keep prices up when every other media is cutting them; How radio can tackle advertising in print & online and ensure that it is included in the media plan; How to balance the expectations of clients, agencies and auditors alongside the demands of station owners; How is radio valued now by marketing/brand management

3. The true value of radio in a digitally-centric world

4. The radio sales model is broken

6. RECESSION Consumers Retailers Brand owners The Media Agencies

7. RECESSION Consumers Retailers Brand owners The Media Agencies On income, spending & sentiment On growth & profits On income & resources On funding for reinvestment in content On marketing investment & shareholder return

8. The position of media as a subset of advertising is changing

9. The reality for consumers is that Advertising is a subset of Media

10. To use more & different media channels, more creatively To engage audiences To win market share To retain & grow customers There has never been so much opportunity for brands

11. Talk To Bought Media Talk With Owned Media Talk About Earned Media

12. What does this mean for Radio?

13. What are clients looking for? Scale Accountability Connected solutions Innovation

14. 7 CPTCPT PROMOTIONS Share sponsorship peak off-peak AQHAQH local packages national

15. You need to reinvent the way in which Radio sells

16. Strong brands are created and sustained by the strength of their relationship with consumers. Mark Baynes Kellogg’s Global CMO “ “

17. Hearts & Minds New Behaviours

18. How ‘contact’, ‘context’ & ‘content’ can be brought together

19. Reinvent the way in which Radio sells

20. Revamp sales Embrace digital Rethink JNLR Encourage innovation Measure relationships

21. Thousands of people, one at a time What radio does well

22. Thank you for listening

23. The true value of radio in a digitally-centric world