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July 20, 2006

More Convergence For Direct Response Radio Advertisers

We've been talking about the importance of content quality for the radio industry's efforts to boost growth and profitability. Here's another reason why the radio industry had better focus on insights that will lead to improvments in the quality of their content. Mark Ramsey of Hear 2.0 points to an article about research suggesting that the "Internet as the primary 'new' distribution platform that radio operators could utilize to attract substantial incremental listeners". Mark makes excellent points about the threat and opportunities associated with the web for the future of radio.

This is relevant for direct response radio advertisers, too. The convergence of the web with offline advertising continues - in ways many haven't foreseen, and still may not foresee. We're already testing new ways to track incremental web leads that are facilitated by a few stations on the bleeding edge of this trend. So far the numbers are modest, but there is a lot of "wild west" territory still left to explore in this arena.

Posted by Brett Astor at 06:58 PM | Permalink