They have outlasted ads being played on carts, eight-tracks, cassettes and CDs.
Now, it’s powered by the cloud.
Through it all, some things never change — and Marketron is celebrating its 55th anniversary in the radio business.
CEO Jimshade Chaudhari noted that although the technology and media landscape has changed drastically over the decades, Marketron’s mission to serve broadcasters with tools to “grow revenue and streamline operations” has never wavered.
The broadcast and media sales service provider shared with Radio World some key milestones it looks back on after its “double-nickel” anniversary.
Bay Area beginnings
Marketron was formed in Menlo Park, Calif., in 1969 by Jerry Cronin. As his 2020 obituary explained, Cronin foresaw a need to implement newfound computer technology into the advertising realm. He teamed up with programmer Gary Davidson. Cronin was also an avid pilot and would fly into markets to demonstrate the value of Marketron’s solutions, helping broadcasters manage revenue and traffic automation.
Beth Osborne, Marketron’s director of marketing and content, said the company would also use trailers that contained a mainframe onboard during its early demonstrations.
By the 1970s, the company had launched DOS-based software to automate scheduling, ad placement and billing.
In the ’80s, it shifted to the AS/400. Windows-based traffic software became the standard in the next decade.
In 1998, Cronin and Davidson moved the business to Hailey, Idaho. The pair sold the company in 2000.
By the mid-2000s, the company said it introduced the first digital ad management system for broadcasters. It blended the ingest of electronic orders from networks and the delivery of electronic invoices to advertisers. At this time, Marketron said its reach expanded to include small- and medium-market stations.
Technology to simplify
Since then, Marketron has transitioned to cloud-based software development to support remote access and real-time updates. Its NXT solution integrates with traffic platforms as a method for those in sales to propose, order, report and bill both digital and radio advertising buys.
[Related: “Webinar: The Radio Traffic System Landscape”]
Private equity firm Diversis Capital owns Marketron and it maintains two locations — its corporate headquarters in Hailey, Idaho, and its technology hub in Opelika, Ala. Most of its employees work remotely.
Marketron has diversified but also stayed true to its roots. From the late 2010s through today, it has invested in its traffic solution portfolio, offering three products: RadioTraffic, Visual Traffic and Marketron Traffic.
“Reaching 55 years is a testament to our team, partners and clients who have supported us throughout the years,” added Todd Kalman, the company’s chief revenue officer.
It continues to look ahead, with plans to invest in new technologies as it supports ad campaigns across multiple platforms — including radio and digital media.
