For Consumer Product Strategy Professionals

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	August 6, 2010 Reinvigorating Traditional Radio What Radio Strategists Can Do Right Now To Regain Momentum by Sonal Gandhi with J.P. Gownder, Seth Fowler, Annie E. Corbett

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Executive Summary

Despite challenging times, traditional radio has a lot of unique strengths that it can leverage to survive and thrive in the current media climate. While it's a formidable competitor to traditional radio, pure-play Internet radio still hasn't solidified its grip on curated music listenership, giving traditional radio companies time to reclaim their lost glory. Radio companies should think of themselves as media companies first and radio stations second — and use all platforms strategically to serve their audience.

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