The Rise of “Radio as a Feature”
We are witnessing the dawn of a new age: The rise of radio as a feature. That means “radio” isn’t simply a media category run by media institutions. It is now a feature of other categories – a feature of brands themselves – brands which are capable of monetizing that feature in the same way traditional broadcasters do – with ads. This is another manifestation of one of my regular themes: Brands are now media. Brands are becoming “mediacized.” In the wake of unconfirmed go