Peter Smyth: An 'Evolution' Is Coming
June 2, 2010 at 7:24 AM (PT)
In his monthly column, GREATER MEDIA Pres./CEO PETER SMYTH writes:
"It has become commonplace to hear assertions that radio will be marginalized by new digital media that will be customer-centric and responsive, and that the days of traditional audio ads are numbered. You know, the pronouncements like 'all marketing will happen on FACEBOOK,' or 'we are witnessing the transformation of marketing into a digital conversation.' I disagree; I see a different evolution that will play to radio’s strengths and allow us to surround our listeners with multiple, relevant touch points that lead from initial awareness right through to order fulfillment. While it is not a sure thing, it’s a potential that is well within our grasp."
Read the full column here.