TITLE

To witness broadband era's first impact, tune in to radio

AUTHOR(S)
Rothenberg, Randall
PUB. DATE
January 2000
SOURCE
Advertising Age;1/10/2000, Vol. 71 Issue 2, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the potential impact that broadband technology will have on the radio industry. Web radio services and their competitors are not perfect, but imperfections aside, it is easy to see where this is heading. Radio, a relentlessly local medium, can now go global, yet without the enormous costs associated with assembling a large network of stations. Absent those costs, programmers can offer something specialized. Brand marketers can target these national niche audiences, and might be willing to pay premiums to reach them.
ACCESSION #
2671932

 

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