Google Ends Program To Sell Radio Ads: Exiting The Radio Biz

As reported on the AllAccess website, February 12, 2009, "in the second major setback for GOOGLE’s ambitions to expand its advertising business beyond the Internet, the company said THURSDAY that it was ending its program to sell radio ads. THE NEW YORK TIMES reports the program, called GOOGLE AUDIO ADS, which it began in 2006, did not live up to the company’s expectations, and the decision to kill it may result in the layoffs of approximately 40 people, GOOGLE said in a blog post.The announcement highlights GOOGLE’s continuing efforts to cut costs and focus on fewer projects as its core search advertising business has slowed dramatically in the face of the recession. AUDIO ADS is the second offline advertising initiative that GOOGLE has shut down in as many months. In JANUARY, GOOGLE pulled the plug on its PRINT ADS program, which sold advertisements in newspapers."

While the demise of GOOGLE AUDIO ADS is certainly a disappointment for GOOGLE it is important to note that radio, if used correctly, is a wonderful tool to reach highly qualified Passive Job Seekers. As MITTONMedia has demonstrated to employers for the past 20 years and in several different countries and languages, radio provides a way to engage potential applicants and share effective hiring messages. One hiccup to be aware of, however, are the "special recruitment packages" sold directly by local radio stations. Most of these packages are designed to move unsold inventory in difficult to sell dayparts. Subsequently the packages, while appearing to be inexpensive, lack the Reach & Frequency required to deliver expected outcomes. Buyer beware.