Bob Pittman’s first post-bankruptcy news release did not have the word radio in it one time in spite of the fact that terrestrial radio delivers the lion’s share of iHeartMedia’s total revenue.
Even more so since iHeart split Clear Channel Outdoor from the media platform.
Entercom’s two favorite words are Radio.com and audio presenting a somewhat split message.
And iHeart and Entercom plan to appear together to promote audio to the trade as the amazing platform of the future as a united industry searches for ways to brush away the tarnish they, among others, inflicted on radio through vicious cost cutting.
Podcasting is audio and iHeart has spent $100 million while still in bankruptcy staking out a bulkhead – perhaps that’s a clue.
But is radio right to be rebranding terrestrial radio as audio?
What are the advantages that these radio groups seek other than the obvious one?
Is there a downside risk?
And, there is a better way.
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