In the wake of this development, e-mail marketing consultancies are thriving. According to company founder Tom Barnes, the company will house client databases and will consult in any and all aspects of the e-mail marketing process, but first and foremost the organization is a production house, engineering marketing commercials that just happen to arrive through the inbox. Media companies have an advantage because they can generate e-mail addresses and are in the best position to leverage their advertising potential and deliver content people are interested in. One of the problems if you are a company doing e-mail marketing is delivering content that people are interested in. The best case scenario for companies who are looking to spread their brand is to have a narrow focus so people know what to expect.
Radio stations are inherently niche driven and can deliver their listeners.
Intuitively, I'd think radio stations would benefit more than television stations from e-mail marketing given television seems to have a bigger advertising budget to begin with. Television stations actually don't tend to have a large advertising budget. Their money gets sunk into news and the war that local television stations fight is for news dominance. You don't see them spending a tremendous amount of money on advertising and when they do, it is all about the news. Radio is a different story.