RAB CEO/president Erica Farber's message at RAIN Summit West on Sunday: "The only way we can increase radio's share is to not take from each other, but from our actual competitors."
Farber gave the first keynote of our Summit event yesterday in Las Vegas.
TV, cable, magazines and newspapers, and pure-play Internet content is radio's real competition, including for local digital ad dollars, she stressed.
The good news, according to Farber, is that radio is in an excellent position going forward to maintain dominance in an ever-more digital world. Broadcasters can look forward to 30 million mobile phones with an active FM chip over the next three years, through an agreement with Sprint, and on Microsoft's Windows Phone 8. This will be just part of the push from broadcasters to "grow the pie" and expand their digital footprint. Radio will continue to innovate ad opportunities and features, Farber explained, with new levels of interactivity for listeners and new ways to reach them for advertisers.
Look for more coverage from RAIN Summit West in the coming days in RAIN.