How Radio Can Solidify Itself As A Local Leader

Gordon Borrell

There’s no question that digital media has forged a new landscape for local media.

Ad dollars are spent differently than they were a decade ago, and more change is likely over the next 10 years.

At a 2016 Radio Show panel discussion on Sept. 22 in Nashville, media research analyst Gordon Borrell pointed the way for radio industry professionals that wish to capitalize on the strengths of AM and FM stations as local leaders. In his view, radio can become the local media leader – successfully competing with out-of-home and digital, the lone media categories to forecast growth in 2017. 

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.