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- W1594369178 abstract "This paper discusses the rationale and the ways in which Canada's largest private radiobroadcaster, Astral Radio, is transforming its business model and strategies in order to adapt to the imperatives of the digital environment and the new set of codes, practices, listening behaviors as well as advertisers' constant search for engaged consumers that it infallibly entails. A recent initiative, code-named FUSION, serves to illustrate the ways in which Astral Radio is establishing its presence and relevance on the most prevalent digital platforms of the day. An analysis of some 6 000 clients spread over the various French-language markets of the province of Quebec provided the following observations: a) Over the initial six-month period of the FUSION roll-out, digital sales had increased by 81% YOY and were on target with the objectives set out in the initial plan; b) After the first six months of 2011 digital sales, 65% were associated with new digital clients, i.e. advertisers who had never bought any form of digital advertising from Astral before; c) Half of the 2011 digital dollars (51%) were coming from cross-selling radio and digital to the current radio clientele base. In today's mediascape, radio like all of its media competitors, must focus on leveraging technological partnerships to engage, grow and retain a higher percentage of their target customers." @default.
- W1594369178 created "2016-06-24" @default.
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- W1594369178 date "2012-09-11" @default.
- W1594369178 modified "2023-09-27" @default.
- W1594369178 title "Listening to what people who don't listen to Radio listen to" @default.
- W1594369178 hasPublicationYear "2012" @default.
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