Audio strategy

Podcasts, online audio, national radio combos: The media plan of many advertising clients includes audio as a must, but fixates on young trend media in digital or at least the greatest possible coverage in the classic radio sector via nationwide combos. Smaller stations in particular have a clearly defined target group, a special relationship with local people and a high level of credibility. And ma 2024 Audio II confirms that even local radio stations have a stable, if not growing, fan base. Factors that the advertising industry is actually looking for. Why are traditional station brands in both regional and local radio worried about their advertising revenue? Are regional marketers of radio holding companies also on the audio planning agenda? Where does traditional radio stand in the ranking of major advertisers? And what about the media industry's commitment to supporting all traditional media, including local radio as a journalistic pillar of democracy, with advertising donations?