Think of it this way: you have passive (broadcast radio), quasi-interactive (streaming radio) and highly interactive (Web site) media, all of which can be simultaneously leveraged by an advertiser demanding varying levels of interactivity through a single source--the local radio station. Virtually every radio station in the nation, no matter what the format or audience composition, now has an active Web site that is a companion to its broadcasts. Many stations now even offer the opportunity to buy the music you hear on their playlists (which was unheard of in the radio community less than a year ago).

The combination of radio and the Internet can be powerful. For example, a fast-food chain can use broadcast radio to push listeners to their station Web site (which is constantly being updated with new promotions) each day for a rotating discount coupon. Or, perhaps something a little more sophisticated: the streaming audio version of the same ad can actually trigger the coupon in the audio player at the same time. How is that for real-time consumer response?

Advertisers should also be aware of the precision targeting afforded to them by advances in centralized ad serving and geo-targeting for streaming audio. Audio streaming ad trafficking tools currently have the ability to deliver a unique ad in a live radio stream to each individual desktop based on that listener's profile. So, take that fast-food advertiser and imagine the streamed spot being for "our new deluxe salads" to the 35-year-old female user in cubicle 1 and for the "big burger meal" for the 21-year-old Web designer in cubicle 2. Both ads push to the station Web site (or trigger in the station's audio player) for a coupon good for that day only. That's truly leveraging the megaphone of the radio, with the pinpoint targeting of the Web.

And, according to a recent Magid/MediaSpan research study, radio Web site visitors are some of the most loyal on the Web, with two-thirds of station Web site visitors visiting the sites weekly, and nearly a quarter visiting daily. This "committed relationship" provides a perfect opportunity for local radio to develop Web/streaming/on-air promotions that leverage a dedicated audience who already have PCs, broadband and radios tuned to their favorite station. In the office, radio is a huge complement to the Web--and with add-ons like streaming and integrated station Web sites, the combo can help advertisers make the 1+1=3 leap,.

The reach and potential interactivity of streaming radio and Web sites make the radio/Web combo a match made in heaven for advertisers looking for the perfect man (or woman) for their ads.

This commentary is insightful. I recommend it to others.