 |
|
|
News From Audio Graphics:
|
Google Fires Another Shot Over Local Radio |
There's a gargantuan amount of enthusiasm oozing from nearly every RAB 2008 session. "Nearly" because this change in radio industry attitude revolves around each of the sessions dealing with the internet and its potential for saving radio, and there are only a few sessions that don't have some attachment to new media.
Unlike years past when what's available online was regulated to a few sessions with inaccurate information and rather inane questions from the audience, this year's RAB 2008 is a complete turn-around. Multiple panel discussions dealing with doing what needs to be done online are filled to SRO capacity. This year most of the panelists understand the complexities within the possibilities and are conveying them without cheerleading their cause. The audiences, they are asking questions of substance. Enthusiastically.
There came a time when the blacksmith realized he needed to transfer anvil time from horseshoes to tire rims. At RAB 2008, radio appears to be admitting to a reevaluation of its energies in a similar way.
They say timing is everything. Perhaps it's true in this case, too. Radio could not have awoken from its self-induced internet coma at a better time than now because Google has just rolled out a new initiative within its "local" ad sales products. Beginning today, it's possible for a person to search "local news" within a Google News search.
Not familiar with Google News? You should try it for searching within your area of interests. Want to know about the radio industry? Go to Google, click "news" at the top of the page, type "radio industry" into the search box and submit. A listing of all relevant stories appearing on Google certified news web sites appears. (To the left of this story you'll see a listing titled "Check Google News..." Topics below it link to the corresponding Google News page. To save you the work, just click "radio industry" there. It will take you to the "Google News" page described.)
Now, why is this addition of Google Local News of concern? And why is it good timing for the radio industry to finally appear ready to refocus on an online environment? Because radio needs to build a defense for Google's impending local attack. That company is in the process of hiring local sales reps to push "local search," which will go after local media dollars with a more refined system of accountability. Having Google Local News now means it will also be offering an arena to corral a local audience, to give its new sales reps something more to sell.
Make no mistake about this World Wide Web. It also has the capacity to be a very local community.
Now the battleground is going to be in radio's own backyard. Selling advertising within local content isn't just for the local media anymore.
So, here's hoping this enthusiasm I am witnessing at RAB 2008 doesn't have a date of expiration. All of the attendees need to go back to their home towns and begin concentrating on their own local internet initiatives. To ignore this elephant in your living room will only cost you millions in advertising revenue in the not too distant future.
To register, click "Learn Basic Internet Analytics and Metrics." Limited Seating
|
|
Comments may be published.
|
|
|
|
