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Radio Must Get More Aggressive With Local Internet Busines

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It’s generally well agreed that terrestrial radio could turn over more local Internet revenue if it really tried. Gordon Borrell of Borrell Associates believes that radio should be comparing itself to all local Internet providers, not just radio. “Take a look at all the Internet advertising in that marketplace. You want to build a new business here, but doing that, really does depend on the focus of the stations and the resources that they’re putting into the Internet.” Borrell notes that, while radio has about 17,000 local sales reps, trailing only newspapers, radio has not trained its reps to sell the Internet and has not added online-only rep.



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