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Area 51
By Mark Ramsey
President, Mark Ramsey Media
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Mike Agovino on the Evolving Economics of Online Radio
February 8, 2011
Mark Ramsey (markramseymedia.com) talks to Triton Media (tritonmedia.com) COO Mike Agovino about the fast-changing economics of online radio, and how those economics may be moving in radio's direction.
On the cost side, licensing fees remain (in Mike's words) oppressive, and that needs to change because these fees actually motivate broadcasters to stifle streaming efforts and will diminish the overall market and the revenue that flows to those who make that market - labels, broadcasters, and pure-plays alike.
On the revenue side, is simulcasting terrestrial ads on our streams a good idea? No, says Mike. Not at all. Watch and see why.
The ability to target online audiences sets online radio apart and opens the doors to digital agencies and advertisers with well-defined audiences and much higher advertising rates - but this is available to radio only if the streams do not simulcast an over-the-air ad.
This is an excellent peek behind the curtain at the transformation that awaits online radio in 2011.
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