Bob Pittman, chief executive officer of Clear Channel Media Holdings, talked up his industry, during the 4A's Transformation LA event.
"Radio is your view to the world -- nothing intrudes," he says. Best of all, he says it's a "cheap way of getting a lot of value." Case in point, the average TV cost per thousand viewers, across all dayparts is $12.50. Radio? That comes to a $5.35 CPM.
Radio was the original "social media". "What radio does it replicate word mouth." What else for radio? Pittman says you can change the copy of commercials in less than a day.