Radio's Southland Region Generates $1 Billion in 2008

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The Southland region -- including Los Angeles, Orange, Riverside, San Bernardino and Ventura counties -- generated over $1 billion in 2008 radio ad revenue, reports the Southern California Broadcasters Association. SCBA President Mary Beth Garber says this is a major feat considering the down economy and falling revenue figures over the previous year.

"While revenue was down over 12% compared to the previous year, it's remarkable that radio in the region was able to generate a billion dollars in revenue in a year marked by the worst quarter in consumer spending in the past 75 years," said Garber. "Los Angeles remains the #1 Radio revenue market in the world."

"The growing Hispanic segment relates and reacts strongly to radio stations that understand serve their preferences," said Michelle Hohman, SCBA board member and Univision Radio Senior VP/Regional Manager.

"Don't let anyone tell you young people don't listen to radio. Our new youth-oriented format attracted 1.7 million listeners within a single month with young adults," added fellow SCBA board member Ed Krampf, Senior VP Market Manager for CBS Radio.

"This once again demonstrates the resilience of Radio as an advertising form," said Greg Ashlock, board chairman and President/Market Manager for Clear Channel/Los Angeles. "As long as people need, use and respond to Radio, whether over the air, on their computers or on their wireless devices, Radio will work well for advertisers."