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The Radio Station, 10th Edition by Bruce Mims, John Allen Hendricks

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COMMERCIALIZATION: A RETROSPECTIVE

As of 2017, BIA/Kelsey, an advisory firm that studies trends in local advertising and marketing, reported that overall radio revenue was on the rise from previous years. The increase in advertising revenue is attributed to the maturation of digital technologies such as apps, websites, and social media platforms. The overall health of advertising generated revenue is important because selling commercials is what keeps the majority of radio stations on the air. Because of digital media firmly gaining its foothold, now radio salespeople or account executives (AE), not only sell airtime on traditional terrestrial radio but also sell advertising on digital platforms such as Internet, mobile, ...

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