In an era when radio companies aren't spending big money on billboards or, honestly, any other cross-promotional media opportunities, it is on the station and the talent to find those opportunities themselves.
"Radio talent in every format should be celebrating this win across the nation—embracing the news with the mindset that the next attempt to repeat the experiment is around the corner."
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."