Triton COO Blog: Simulcasting Debunked (Part 1)
August 20, 2013 at 7:27 AM (PT)
TRITON DIGITAL COO MIKE AGOVINO has posted the first post of a five-part series to the company blog -- titled "Simulcasting Debunked."
He writes, "A lot of people ask me why broadcasters aren’t yet making any money in digital audio. Here’s a little background about how the industry got here and why things still feel broken.
"Up until this point, broadcasters have been unable to leverage their greatest assets: local content and local feet on the street.
"The radio industry is still structured, for the most part, on a local basis. Sales staff are dedicated and focused on individual station brands or brand combinations.
"However, most stations are generating digital listening levels that range from 1%-5% of their over-the-air estimates.
"These small audiences don’t justify a dedicated sales team and can’t move the needle for advertisers."