RAB Goal: 'A Radio In Every Pod'
February 12, 2008 at 4:46 PM (PT)
Speaking at its 2008 conference in ATLANTA yesterday, RAB Pres./CEO JEFF HALEY issued a call to arms to maximize revenue for radio. The multi-pronged strategy includes a marketing alliance between KATZ and Interep, a proposal for posting, and a unified strategy for the transition to behavioral-based measurement and an ambitious goal to equip "every mobile phone, PDA, and MP3 player" with radio equipment within the next five years.
"On-air, online, on-site, and on-demand, radio must be anywhere and everywhere there is a speaker or headphones," he said, without offering specifics on how to accomplish that goal.
He dovetailed these goals with the RADIO 2020 venture currently being undertaken by the RAB, NAB and HD RADIO ALLIANCE, where the goal is to position radio as "the one medium where everyone can freely and easily connect to a diverse world of entertainment and information, anywhere and everywhere."
"We must speak with one voice on our most important issue," he said, referring to the imminent transition to behavioral-based audience measurement. "It is time for the industry to take ownership for communicating a specific plan and take responsibility for a consistent point of view. I am calling for a unanimous and unequivocally clear position that all radio broadcasters agree to adhere to."