Riding a New Wave

With the rush to web ads, radio can feel like a quaint old medium. The time was ripe for change. That’s the opportunity SoftWave Media Exchange tuned in to when it debuted its easy tool for purchasing spot radio ads from your desktop.

“If you can save someone a few minutes by streamlining administrative functions, you can help them be more profitable,” says Christian Kitchell, executive vice president of strategy for SoftWave Media Exchange.

The company, which operates an electronic marketplace for radio time, recently launched SWMX Hispanic to capitalize on the growth in Spanish-language advertising. It’s creating an online exchange for buying and selling radio time on Spanish-language stations.

Next up: SoftWave is launching a similar marketplace for local TV.

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