LONDON�I follow the blog of Jennifer Lane, but rarely does she present any information pertinent to Digital Radio Update. However, herMay 7th blogis quite different.� It�s entitled �Commercial Radio is thriving in the UK.�
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�In the UK last year, advertising revenue on commercial radio grew 7.2 percent in 2014, while in the U.S. it shrank 1 percent.
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�Radio is growing its market share across the pond, not by building silos but by taking the broad view of audio. About a year ago,Global Radio, the market�s biggest broadcast company, launched DAX, Digital Audio Exchange, the country�s first programmatic audio exchange, giving media buyers access to competitive broadcast and online brands like�Bauer Media�sAbsolute Radio Networkas well as Spotify and other online platforms.�
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Programmatic buying is just starting up in the U.S. radio market. Our European broadcast colleagues seem to be ahead of us, in many aspects of technology.
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Is it possible, if we were to emphasize the same technologies (even digital radio) that we would see our advertising revenue grow �on this side of the pond� as well? �
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