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Emmis Communications, owner of 25 radio stations, has decided to help internet radio companies make it on the web.
The company announced yesterday that it will begin selling internet services to local media companies through its Emmis Interactive marketing division. The group will help other local media companies, including radio stations, newspapers and TV, extend their marketing and programming efforts to the internet, according to Red Herring.
Chris Campbell, director of sales and marketing for Emmis Interactive, describes what Emmis plans to do this way: “We take the content creation out of the back room where a web master might be, and put it into the hands of the morning DJ or the radio news guy.”
Campbell says the company can offer better analytics, which can help brands be “much more interesting and engaging to the local audience.”
Terrestrial radio’s revenue was $18.1 billion each year from 2004 to 2006. It dropped to $17.9 billion in 2007, and is expected to fall another 3.1 percent this year.
A recent study by Arbitron and Edison Media Research, The Infinite Dial 2008: Radio’s Digital Platforms, showed that 33 million people listen to internet radio on a weekly basis. 13 percent of the U.S. population age 12 and older have listened to online radio in the past week; up from 11 percent (approximately 29 million) in 2007, and on a weekly basis, online radio reaches more than one in seven 25-54-year olds (15 percent).
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