Скачать или смотреть Gordon Borrell on Radio's "Miserable" Digital Sales Progress

Gordon Borrell is a fan of radio, but not of radio's performance on the digital sales front.

How are radio's digital selling efforts different from those of other media platforms? It turns out they differ a lot. "It's a sad thing," says the Borrell Associates (http://www.borrellassociates.com) head in this conversation with Mark Ramsey (http://www.markramseymedia.com).

"You need to go to the highest level in the organization," says Borrell, to make the investments required to keep radio healthy for the long run. But as of now, "they've blown it."

Borrell explains how radio's potential is great, but how it's at risk. He explains how too much short-term thinking makes radio vulnerable to disruptive change. He explains some of the recipes we need to follow to repair the problem, and he showcases some of the broadcasters who are already well on their way.

And, as Gordon says, it starts at the top.