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BIA/Kelsey VP Says 'Digital Resistance Is The Biggest Threat' To Radio
November 7, 2014 at 3:52 AM (PT)
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BIA/KELSEY VP/Strategic Sales Consulting STACEY SEDBROOK recently wrote an article for NETNEWSCHECK, and makes the point that, "For Radio, digital resistance is the biggest threat."
SEDBROOK continues, "Radio still has an opportunity to avoid the fate of newspapers, Yellow Pages and other media that waited too long to develop digital products and services and to retrain its sales force into digital sellers. Despite some great examples of innovation, the radio industry is lagging other media in digital adoption.
"Radio has invested less in developing digital products and services, devoted less leadership attention to digital transformation and done less to retrain its sales force into digital sellers. As a result, it has less digital revenue than most other media. The good news for radio is it still has an opportunity to avoid the fate of newspapers, Yellow Pages and other media that waited too long to transform and are now scrambling to return to growth."

