“TV is dead. Print is dead. Radio is dead. Outdoor is dead. However, somehow the majority of ad budgets go to these four media.”

So notes digital media consultant and blogger, Greg Satell.

Greg has some very interesting insights to share in his posts. Just coming off the NAB Radio Show in Philly last week, one post that caught my eye was, “Five Things Digital Media Can Learn From Radio.”

Let me recap some of his main points here, but I invite you to see the full post on DigitalTonto.

1. Niche audiences: radio understands formats and how to promote to, research, serve and retain niche audiences.
2. Content research: product research and usability testing is key.
3. Consistency: like it or not in a digital world of innovation and fast-paced change, consumers like consistency for the most part.
4. Dayparting: radio has evolved strategies for serving audiences differently based on changing lifestyle preferences and demographic mixes in the audience flow throughout the day.
5. Promotions: Ad revenue is great but promotion revenue can really fill out budgets hit by ad spending declines.

Now, the question to me is who benefits from these lessons more – Radio or their competitors? To the extent Radio becomes a multiplatform player in digital media, the best answer is “both” as Radio becomes its own “competitor.” Who’s better positioned than Radio to learn these lessons for how digital media can perform better?

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