“Internet-Radio is now filling the void left by FM’s broad approach". At the BIA conference on Monday, Gehron reported that Radio’s Fourth Golden Age is defined by variety of options, the opportunities for listeners to personalize their audio experience, and ubiquity of new technology. The first golden age of radio was 1935-1955, marked by the growth of broadcast radio. The second age, 1960-75, was radio’s reinvention with the introduction of television and visual media. The third golden age, 1980-1999, brought the growth of music on FM and talk on AM. Gehron pointed out that fatigue from tight playlists, a lack of innovation in music formats, and a saturation of commercials, is helping to bring about the fourth golden age of radio. Now, 43 million people are listening to Internet-Radio across the USA in an average week. Gehron says that the average $5 CPM achieved by internet-radio sellers must grow if they are to become competitive with broadcast radio.

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“Change is inevitable, and growth from change is optional,” said Leslie Laredo, president of the Laredo Group, who spoke at BIA on Monday afternoon. We are now in a space where there are rapidly changing consumption rates and consumer expectations, which is calling advertisers and broadcasters to change standards and best practices. On Monday, speakers talked about the expanding media mix and platforms available to audiences and sponsors. Marketers need to know about all platforms and how they fit into the decision funnel of a buyer in order to construct a successful campaign. iPad, Sponsored Tweets, and hyper-local apps like FourSquare, were among the applications noted as NEW modalities for advertisers.

Several speakers alluded to the trend of “Media-Buying” vs. “Audience-Buying.” Now, media buyers are purchasing an audience and various media that affect the purchase funnel for that audience vs. buying / placing ads by first identifying the media outlets.

Leslie Laredo said that successful sellers take the attitude that “they are not here to sell spots or web banners. They’re here to sell access to the audience at the right time to move a product.” Sellers should be expected to educate their advertisers, share good ideas—or lots of small ideas that make one big idea, be flexible, nimble, innovative, and test/verify that their big idea can work.

Digitally savvy consumers are now multitasking among many different types of media, which makes it more difficult to reach consumers with only one media outlet.

Advertisers say that they want connections to consumers. They know that “experience” and “conversation” are important byproducts of a successful campaign. Social networks, word of mouth, video, and mobile are new opportunities for connection.

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Over 5,000 marketing executives from Fortune 500 Brands were surveyed on their outlook on Marketing / ad spends in 2010. Datran Media released the results of the study, pointing to these key findings:

• 73.6 percent of respondents believe that advertising revenues will increase in 2010.

• 93.6 percent of respondents intend to increase budget allocation for digital marketing channels.

• 72.8 percent of respondents use audience measurement and analytics tools to assess the success of their digital campaigns.

• More than 50 percent of respondents have optimized campaigns based on audience measurement analytics, and more than 80 percent plan to do so in 2010 and beyond.

This study reinforced what we have seen from many other studies about the most important metrics for advertisers in digital media. The most important benchmarks for digital buyers are clicks, conversions, and impressions.

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According to the New York Times, cell phones are now used more for data than calls. They reported last week that the amount of data used last year by mobile users was more for services like SMS, e-mail, and streaming audio/video than it was for voice data. The number of text messages sent in 2009 was 50% higher than the amount sent in 2008.

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• Internet User Finds Job With $6 Google Campaign - Alec Brownstein, a copywriter by profession, admitted that he frequently googles himself. So he decided, in search of a job, to sponsor links associated with creative directors who could hire him. As a result, he was able to get in front of the top five directors he admired the most for a mere 15 cents a click. With inserting an ad to his own website, Alec landed a job with one of the five directors within 8 months….for only $6.00.

• U.S. To China: Keep Open Tech Policy - The United States is concerned that China’s local innovation policies could restrict foreign participation in buying computer technology and clean energy products. This week the U.S. Secretary of Commerce and Treasury are scheduled to appear at the U.S. –China Strategic and Economic Dialogue Summit to explain why China needs to remain open to other countries. Simply stated by the Sec. of Commerce, “It's more cost-effective for companies and countries to seek the best technology as opposed to buying something that is not quite as good.”

• Five Must-Have LinkedIn Applications - If you have a LinkedIn profile or about to create one, here are the five apps that you should use which will help in searches: The Reading List by Amazon – an interesting search tool to build a list of books you are about to read or have read; WordPress – syncs your blog posts to your LinkedIn profile; SlideShare Presentation Link – if you use this website, you can link any presentation to you LinkedIn profile; Events – you can see who is attending various events; Company Buzz – helps you monitor any activity of a company you choose on Twitter.

• GM and Google: An Automotive Dream Team? - GM’s OnStar locator program may soon be available on your Android phone. Consumers will have the capability to use OnStar features through their cell phone like the location feature for one. Other applications will include, for those who have an electric car, to see how much charge is left in their battery. Other maintenance needs such as oil level, brake fluid level, and air tire pressure could be seen through your phone. GM says this technology will be available by Fall 2010.

• More Choice In Payment Options: EBay - Ebay is now removing the requirements of sellers to offer PayPal as a payment option. This action came as a result of the Australian Competition and Consumer Commission (ACCC) investigation on complaints on lessening the competition when it comes to choosing payment through EBay. The online auction company has presented changes to its payment policy, which gives members greater flexibility on how to pay for merchandise, as well as a safer way to pay.

• Quit Facebook Day Is May 31st? - There is a campaign for those who do not like the new security features brought on by Facebook. As a result, QuitFacebookDay.com has been created by system designers Matt Milan and Joseph Dee. “It comes down to two things: fair choices and best intentions". Milan writes that they "just can't see Facebook's current direction being aligned with any positive future for the web, so we're leaving." Will you make that commitment and delete you account on the basis of security? May 31 is the day to make a statement.

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Daniel Anstandig is President of McVay New Media Consultants and Co-Founder of Listener Driven Radio. Future-minded and passionate about the the digital radio convergence, Anstandig develops content and sales strategies for digital media companies. Reach Daniel at 3d@radio-info.com and by phone at 216-965-5440.