While the radio business continues to struggle under the attack of new media, something very interesting occurred this week - Google bought a radio company, dMarc Broadcasting. Google spokespeople indicate that this is an effort by the Internet company to expand its advertising reach into other media. But radio? Old media? Bricks and mortar? Towers and transmitters?
You bet. The concept is that companies that advertise on the radio could expand their reach by tying in campaigns to include Internet - especially for hard to reach demographics, like young men. Even a Merrill Lynch analyst, Lauren Rich Fine, sees the synergy in this arrangement, especially for smaller and medium-range advertisers.
Who knows where this will go, but in its short and exciting life, Google hasn't made many mistakes. And the fact they view radio as a viable medium to intermesh with Internet advertising can only be a good sign.