Commentary: Don't underestimate radio

11/16/2007 | Advertising Age (tiered subscription model)

Rick Ducey, BIA Financial Network's chief strategy officer, points out advantages of radio as an advertising medium, among them its local focus and audience size. Speaking of radio's transition to digital, Ducey says, "next-generation radio will reach out and serve audiences and advertisers in ways they never dreamed of." As such, he concludes, "advertisers underestimate radio's place in a balanced advertising ecosystem at their own peril."

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