While we all agree with terrestrial radio’s logistics of easy access and it’s *still* dominant ubiquity, the need for more accurate reporting of consumer engagement has been judiciously uncovered (hat tip to Jacob’s Seth Resler for reporting this light bulb moment) as the real villainous challenge that OTA #radio is facing now. It’s the lack of digital sophistication (IMO) within our industry that is driving this new *sponsor attrition* and this is what will be the ultimate cause of OTA radio’s choking demise.
But we have been given a reprieve.
Fraudulent reportage has slowed down the entire online ad race–but this slow down is only temporary. This lagging development does, however, give radio more time to evaluate it’s *best* options for easing (a “cross-fade, if you will) onto a digital delivery platform. Because this mighty transition will continue to push forward. And it is much like the global melting of the ice caps. It is happening, and you can see it if you choose to examine the situation closely.
Radio Ink: http://www.radioink.com/article.asp?id=2961302&spid=24698 Forbes: http://www.forbes.com/sites/hughmcintyre/2015/08/13/no-radio-isnt-dead-in-fact-its-doing-better-than-ever/