• by Erik Sass , October 11, 2007

Ronning Lipset Radio added four more independent stations to its network of online broadcasters, the company announced Wednesday. 1Club.FM, King.org, 202.fm, and WQXR.com join a stable of independent broadcasters and online affiliates represented by Ronning Lipset including AOL Radio, Yahoo's LAUNCHcast and Live 365.

Audience and traffic figures at all the stations in Ronning Lipset's "RL Select" network of independent broadcasters are measured by Arbitron and comScore. In July, the company announced that it had partnered with an online technology firm, Corstarr, to use its Adcor technology for delivering Internet radio ads. Adcor allows broadcasters to set up multiple radio channels and deliver ads across one or all of them, targeting audiences by demographic characteristics and daypart. It also features an "intelligent" ad algorithm that delivers ads that are appropriate for these specific targeting goals. In the future, Lipset and Corstarr hope to expand the Adcor offerings with online video, social networking, and mobile functionality.

There have been a flurry of deals in the online radio market over the last year. In July, Clear Channel's Katz Media Group acquired Net Radio Sales, renamed Katz Net Radio Sales--allowing advertisers to deliver ads across a variety of audio and Web-based platforms, including hundreds of station Web sites in its digital network. Meanwhile, TargetSpot has signed up a slew of big radio broadcasters for its online service, which allows advertisers to create and place streaming audio ads synced with banner displays on radio Web sites. TargetSpot's list of partners includes CBS, Entercom and Warp Radio.