Is Digital The Answer For Terrestrial Radio?

SPIKE SANTEE spike@spikesantee.com Typical brick-and-mortar retailers continue to search for a strategy to compete with online-only sellers like Amazon. AM/FM radio seems to have a similar problem trying to determine how to remain a relevant medium in the digital arena. Many terrestrial radio companies are seeking to demonstrate AM/FM’s continued relevance by launching “digital initiatives,” like streaming, website display ads, or even SEO and keyword search. How many AM and FM radio companies went out and started a billboard company when our prospects decided outdoor advertising was the way to go? Many radio companies got into print in some form to compete for those customers who preferred print — but how robust are those efforts today? In fact, the history of terrestrial radio sales is full of all kinds of nontraditional revenue efforts that have…

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Radio Ink (Digital) - 1 Issue, August 22, 2016

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