Does radio need to reinvent itself to grow revenue?

For so many years, despite all the radio friendly stats Arbitron throws out stating the number of radios per household, the percentage of people who listen to radio and consumers listen through long stopsets none of those statistics have helped radio increase (as an industry) its revenue share with advertisers. For what seems like decades, radio has only been able to muster up about 7% of an advertiser's budget.

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