Digital is the present and the future. But,
writes Paul Jacobs, so few of today’s radio sellers can truly claim to understand the space, much less communicate its value to advertisers. Ask any sales manager and she’ll tell you that if she’s lucky, 20% of her sellers truly have their heads wrapped around digital. Despite the fact that RAB revenue data show that online assets from websites to mobile to podcasts are where the dollars are headed, radio sales organizations are still caught up in selling “spots and dots” – :60s, :30s, and :10s.
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