The radio industry’s obsession with not being radio (podcasting, audio and low margin digital) is contributing to stopping spot radio growth in its tracks, but it doesn’t have to be that way because latest research shows digital’s vulnerability to traditional media.
Why it matters
- Digital provides exact metrics on reach but the problem is that advertisers, some of whom are siphoning dollars from spot radio, are reaching bots – fake, non-existent “listeners”.
- There’s a way to flip the script on digital competitors siphoning off spot dollars.
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