Radio Research Renaissance
There are dozens if not hundreds of media options for advertisers to choose from, many of which have been working diligently for years to provide advertisers with not only proof of their relevance but more importantly, their ability to deliver payback (ROI). To say that the Radio industry has been behind the curve in this area is an understatement. It’s only in the past year or so that the term ROI has become part of the Radio industry’s daily vernacular and only recently has the industry collectively recognized that it must become an active participant in its own “revenue rescue”, via the funding of comprehensive research capable of withstanding the scrutiny of industry research experts.
The good news is that