"The best radio integrations won’t feel like advertising at all. They will feel like part of the show—and that’s exactly what makes radio such a powerful platform for clients."
"The lesson is clear: revenue is important, but reputation is priceless. A hasty endorsement may fill the ledger today, but it can erode trust tomorrow"
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."