iBiquity Boss: 'Radio's The Last Analog Technology'

CEO Struble's Latest Web Column

As of JUNE 12th, AM/FM radio is the last analog technology standing in a digital world. In his latest Web column "Thoughts on Radio’s Digital Future," iBIQUITY DIGITAL Pres./CEO BOB STRUBLE, surveys the media that have already upgraded to digital, the added value they offer consumers and the new revenue streams that evolve on digital platforms. He writes, "With TV now digital, AM/FM is the last analog bastion. So ask yourself this question: Am I comfortable that while every consumer electronic product my listeners have is digital and every consumer medium they use is digital, my product remains the only analog medium in a fully digital world."

STRUBLE takes it a step further outlining the huge opportunities the radio industry has in front of it as it upgrades to digital HD RADIO technology. He argues that radio is poised to offer consumers a new world of audio and data services -- high-quality sound, more audio content and new data services -- while also creating new income sources.

"Digital upgrades in other industries point the way," STRUBLE writes. "Mobile carriers charge a lot more for all those new digital services. Cable companies have seen whole new revenue streams develop with internet access and telephony. The ability to better target specific demographics using digital technology has increased share and CPM for cable companies. And manufacturers have sold a few digital TVs, and digital cell phones, and iPODS, and DVDs, and digital cameras."

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