Closely watched Google is the subject of a business story by Reuters, which reports the company’s move into the $20-billion-a-year market for radio ad sales “is facing some early static.”
It quotes veteran broadcaster Bill Figenshu, now at Software Media Exchange, saying broadcasters are reluctant to jump in with Google “because they’re not sure if they’re friend or foe”; but he also said that Google is “legitimizing the space.”
Another observer said, “A lot of people fear that if they go to an automated online auction, they’re fundamentally putting their value at risk because people can underbid and drive prices down.”
Google officials, meantime, told Reuters the company’s plans are “right on track.”
The company’s ad strategy also is the subject of a cover story in Radio World’s Jan. 17 issue.