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Digital Making Gains But Still Relatively Small



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(10/8/2012 2:23:24 PM)   Flag as inappropriate content
What Al said...
If not us, who? If we don't supply the digital alternatives/additions for the clients' campaigns, someone else will. Is not every significant newspaper or TV station out there also pitching digital? Frankly, the fact that we as an industry get what we do with a "part time" sales staff is pretty impressive. What do the better radio sellers spend on digital, 5% of their time? Without dedicated digital sellers the percentages will stay small.

- Mark
(10/8/2012 2:13:06 PM)   Flag as inappropriate content
I think Radio has some smart managers and will improve at the brand extension side of Radio. It has become an expectation of heavy users of any product. I believe Radio is stuck in the classic "Innovator's Dilemma" where they are too close to the problem to see the solution. They start with a very large audience that many more profitable industries would be envious of-now there based solutions to create dollars for traffic that integrate seamlessly into Radio. One will have to go first.

- dave presher
(10/8/2012 2:00:31 PM)   Flag as inappropriate content

- dave
(10/8/2012 12:01:51 PM)   Flag as inappropriate content
It would be interesting to see the ratio of time/effort spent to achieve that revenue vs. the time/effort spent to achieve the broadcast revenue.

Given the amount of effort most broadcasters are putting into digital I'd guess that digital actually has a better ROI right now.

- Guest
(10/8/2012 9:16:46 AM)   Flag as inappropriate content
There is no debate here. Radio will use its traditional assets to become a local digital player or its share of media time and revenue will stay flat or fall. Why? Because radio audiences want to be served with digital products. We do it or others will. The only issue with the development of digital by radio stations is the commitment of top management. Anything new and disruptive needs focus. Some managers and owners get that, other don't.
- Al Pervin


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