Among traditional media, radio has lagged behind both television and newspapers in adapting to the digital world. This year is a watershed in that for the first time, online advertising will surpass radio advertising spending in the U.S. But this does not signal the death of the radio. On the contrary, there are many synergies between radio and the Internet. Advertisers should not abandon radio in favor of the Web, but combine the two to take advantage of the unique attributes of each.
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