oa Journal of Marketing - Where to put your money in radio..., for now

Volume 2011, Issue 04
  • ISSN : 1811-9565



If I relied on radio to market my or my clients' products or services I'd be worried. Until relatively recently radio enjoyed its status as the most popular and effective disseminator of electronic content. In fact over 90% of the world's human population consumed radio to some degree. If you were an advertiser it seemed a great place to put your money. However, there are rapid changes happening in the broadcast industry; changes that traditional commercial radio seems reluctant to embrace.

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