For the past few years, print publications have been looking for ways to expand their available advertising footprint beyond the printed page. Many publishers have successfully sold advertising space on their web sites as an ancillary item. However, many publishers have also not leveraged the true power of the web medium. Publishers who have enjoyed the greatest success have done so thorough creating an online community of readers that visit the site frequently. Ironically, often these site visitors do not subscribe to the sponsoring publication. Their only affiliation with the publication—and its advertisers—is online.
As more and more media consumers move online, advertisers continue to seek effective ways of reaching the online audience. With the internet now representing the largest segment of media consumption, advertising spending on the internet is poised to grow at a rapid rate. 
Online Versus Offline Media Consumption (2006)
Internet versus Traditional Media Spending
As newspapers struggle to compete against a more segmented and increasingly competitive media market, there is a solution for traditional print publications that are looking to further tap in to the lucrative online advertising market: Branded Internet Radio!
Branded Internet Radio features a number of components that will make the new medium successful for traditional print publishers:
- The ability to sell (and package with print advertising buys) multiple types of online radio advertising—from :30 second ads to longer form infomercial style programming
- Publications can provide advertisers with immediate leads through radio as listeners respond to advertisements on-air.
- Publications can provide advertisers with very accurate demographics and even identity information about listeners
- The ability to fully brand the radio station after the publication will result in further penetration and “mind share” of the brand in its market.
- The publication’s web site becomes an online community center as listeners sign up and are encouraged to voice feedback to what they hear online
- Publications can extend their brand in to the new online radio space in a logical way which further legitimizes and popularizes the brand in the new online space.
- Publications can leverage cross promotion opportunities between then printed publication and online radio station to increase subscribers and listeners
- National Publications can geo-target their advertising messages to be relevant to the geographic area in which the user resides.
To be successful in internet radio, traditional print publications do need to promote their online radio stations both through the printed publication itself and through cutting edge online promotion techniques. It is the combination of content developed in partnership by the publication and Internet Broadcasting Group that makes the station a valuable media outlet and attractive to advertisers. 
Internet Broadcasting Group provides a turn-key solution for internet radio that puts only minimal demands on publications’ business, newsroom and advertising staff. As publishers continue to struggle to “do more with less” and cope with staff cuts, Internet Broadcasting Group’s turn-key internet radio solution provides the perfect opportunity to extend publishing reach without having to dedicate existing staff to the expansion. |
