More advertising revenues Online than On Air

For the first time ever, revenues generated by online advertising will be higher than those on the radio.
The study Radio Trends: On Air and Online, issued by eMarketer, shows clearly, that by 2008, online advertising spending in the US is expected to surpass radio advertising spending. "While not signaling the death of radio, it is an indication that radio is being subsumed into a broader sector called: audio." says Ben Macklin, Chief Analyst and author of the study.

The Radio Trends report shows also that Online does not cannibalize On Air, on the contrary, the combined media are stronger and radios benefit from online growth.

New digital and interactive technologies are changing traditional business models—altering the distribution and access of audio content. Internet and satellite radio, podcasting, high-definition radio and mobile audio services are all part of the radio industry.