Edison interviews with buyers show radio needs to up its digital game

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Issue Date: 
Sep 25 2012 - 1:20pm

From Issue:

At last week's RAB NAB Radio Show in Dallas, Larry Rosin and Edison Research showed video interviews they'd conducted with media buyers, planners, and executives about broadcast radio's (and webcasters') digital initiatives.

At least it's good to know where you stand, right?

Edison asked these professionals about the role that radio can play in a multi-media ad buy, how they perceive the level of digital expertise of the radio reps they encounter, specifically about radio streams and web sites, about Pandora in particular, and about the data stations can give back to clients that advertise on digital channel.

The interview subjects are pretty bluntly honest with their opinions, and that's a good thing. And, they're not 100% negative. But they do give broadcasters a really clear view of how they need to learn and execute if they hope to maintain dominance in new media.

"The buyers of today are looking for the mass and response that radio elicits, but they are equally looking for measurability, personalization, efficiency and trackability," Rosin wrote. "Radio has to continue on a parallel path of innovation to provide these items to advertisers or simply watch its portion of the total advertising pie continue to slowly diminish."

At RAIN Summit Dallas last week, Michael Theodore of the IAB moderated a wonderful panel dicussion ("Identifying Opportunities for Advertisers in Internet Radio") with digital media buyers, specifically about radio and webcasting. We'll feature highlights of that discussion in RAIN soon (and, we've put audio of the panel on SoundCloud -- see the right-hand margin of RAIN).

View the Edison interviews here.

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