Where’s Radio’s Branded Content?
I’m not in the business of crafting ads for clients. Let me get that out of the way right up front. And maybe that’s what permits me to see the world in ways many folks in the trenches selling radio don’t. I hear lots of terms: “Non-traditional revenue,” “integrated selling,” the “events business,” and so on. But here’s a term I hear very little: Branded content. And yet, it’s one of the big growth areas in the advertising space. Branded content is content that exists because