Dubbed as Radio’s Health Care Plan, Dial Global announced at NAB a new service that offers stations research and consultant services in exchange for barter advertising. Stations can work with best-of-breed researchers/consultants, and pay for those services by airing barter inventory on stations in their cluster. This service will be offered in the top 50 markets.
Kirk Stirland, Dial Global’s President of Programming commented “While Dial Global is increasingly known for top-quality shows, formats and services, our larger mission is to deliver what radio needs most. The clear path that good research and guidance deliver will help radio compete in the modern media marketplace.”
Beau Phillips, EVP Programming continued: “In speaking with stations, we realized both their need for perceptual & music research and consulting, and a manner of paying for it. So we approached leading companies about offering their services in exchange for barter. This venture is a win-win for all.”
DG says it already has agreements in place with several leading researchers, consultants and radio groups.