Digital Advertising Starting to Kill Local Radio Wednesday, March 23, 2011 By Jerry Del Colliano A new BIA/Kelsey study is showing real trouble ahead for the radio industry that is highly dependent on local advertising dollars. Groupon is growing rapidly but so are other digital opportunities that radio is missing in mobile, online and social networking. This article reveals useful strategies that could prevent radio from losing out to digital media – a trend that is underway at this moment. 1.  Compelling evidence to rethink the digital threat to traditional media – research and surveys. 2.  Some hopeful news from a recent poll that shows where Groupon is vulnerable – and how local radio can step in.  How much the average person spends with Groupon.  And how hooked they are on this coupon-of-the-day service.  Finally, some numbers you can use. 3.  Why the two best radio groups in the digital area are in trouble if they can’t change their digital strategy. 4.  A blueprint for radio to turn digital into a separate business that may even enhance their terrestrial operations. 5.  The best way to sell digital if you are a terrestrial radio station or group -- no one does this -- yet.  6.  What one thing a radio station could do on-air that would make it a slam-dunk for bigger buy for local digital dollars.  Not what you think. In fact, it’s the opposite. 7.  How to rewire radio’s digital thinking.  I’ll give you an idea you can steal and take to local advertisers now – just for reading this piece. 8.  If you cannot do anything else, here is the one digital initiative you must have going forward if you are a radio company.  It’s this or nothing when it comes to local digital. If you would like to read this story, have access to my entire archive (over 1,200 pieces) and get the next month of my writing included, click “read more” for your choices.  Save the date for my next Media Solutions Lab – February 6, 2012 at The Phoenician in Scottsdale. Read more at Inside Music Media You are receiving this email because you are a subscriber to Inside Music Media Click here to unsubscribe or manage your account.