Commentary

Radio Gets Mobile

Interactive radio? While it's not an entirely new concept - listeners have been calling in to their favorite stations for years - today's consumers can now use their cell phones to interact with advertisers via text messages.

Radio listeners can respond to special promotional offers by sending a keyword mentioned during the ad to a specific short-text code. Texters then immediately receive coupons or other specific product information, including retail locations and Web sites, on their phones.

Katz Mobile, the new division of Katz Radio Group, allows marketers to immediately engage consumers and also provides tangible results, such as how many people responded, at what time, and other data.

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