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Radio Sticks Up for Itself

Radio Sticks Up for Itself

Radio strikes back.
The traditional radio business, which has taken a beating from satellite radio and other new media in recent years, is out with a marketing campaign that it calls the largest cooperative effort in the history of the U.S. radio industry.
Expect to hear radio commercials with the theme “Radio. You Hear It Here First.” The campaign will include spots in various genres; it starts with performers like Ludacris, Avril Lavigne, Nelly and Ashanti who explain how radio helped them get started.
Organizers say the value of the voluntary spot commitment from radio groups is $28 million between now and the end of next month.
Print, Internet and other media will be part of the campaign by the agency DeVito/Verdi.