• by Erik Sass  @eriksass1, January 8, 2009

Katz Media Group is launching a new national marketing unit that will focus on creating custom solutions for advertisers that take advantage of radio's multiple platforms-- including its growing online presence, mobile and HD digital radio.

Katz Marketing Solutions is headed by Bob McCurdy and employs national marketing executives and salespeople who previously worked in the Katz Advantage and Marketing Solutions group. The unit aims to lead creative development from the first stages of a campaign, working closely with clients and agencies.

Stu Olds, Katz Media's CEO, touted the profusion of new channels for delivery of radio content, including "broadcast, online streaming, on-demand, mobile, real-time data, live events and of course viral platforms," promising "a marriage of marketing strategy and execution."

Acknowledging the adverse economic climate, Olds still expressed confidence that "radio's relevance and effectiveness is underscored in a difficult economy." By the same token, "there's no opportunity in 2009 to sacrifice innovation"--thus, the emphasis on multiplatform plays.

The shuffle of employees means that Katz Advantage will now focus on advising brand managers and national marketers how to employ radio to achieve large-scale reach through purchases coordinated across multiple stations by the company.

The launch of Katz Marketing Solutions follows Katz's introduction of a number of new services in 2008, including the expansion of Katz Advantage in February and the debut of the Katz Online Network in July, touted at the time as the largest online radio advertising network ever. KON combined more than 1,200 Clear Channel stations and Katz affiliates with a number of independent online radio stations, with a total unique audience of about 5 million listeners per week. In July 2007, Katz bought Net Radio Sales, which was redubbed Katz Net Radio Sales.

More recently, Katz Media Group added CBS Radio to its list of affiliated broadcasters, picking up its business after the demise of rival national radio sales rep firm Interep late last year.