Does radio have a future? Indications continue to yield the same answer, 'no'.
The latest confirmation, that the radio-end is near, comes from Google's exodus from radio advertising.
As reported by Adam Ostrow at Mashable:
"Google’s plans to extend its AdWords platform to traditional media appears to be going up in smoke as the economy falters. The company has announced that it’s discontinuing its radio advertising program, a business it got into back in 2006 with the acquisition of dMarc Broadcasting."
To be fair, Google's Adwords may not have been an obvious place for radio advertisers to purchase their advertisements. However the more frightening question for the radio industry...if Google couldn't figure out a sustainable model for radio, who can?
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