Today, radio collects 7% of the revenues of the Italian advertising market and must face, like other traditional players in the system, the rise of digital over-the-top players that, at a national and local level, are radically changing the communication system and the balance of power within it. In defense of this value, and in parallel with the creative, editorial and distribution efforts posed by new devices and new channels, radio stations are faced with the need to develop new remuneration models with the related organizational and commercial challenges:
the sale of content to other publishing outlets or companies for their branded content and brand journalism initiatives ;
the direct sale to users of on-demand content , including in the form of the benefit of using our student database podcasts, through proprietary or third-party environments (iTunes, Google Play Store.
the valorization of web and mobile traffic through the available forms of programmatic advertising;
the creation and distribution of social content and its monetization through co-branded formats offered by Facebook and Instagram.
Organizational and commercial success in the face of these challenges is particularly important for local radio stations : the crisis of local newspapers and the progressive maturation of businesses contribute to offering a room for maneuver that can be seized provided that, in terms of editorial offerings and advertising revenue, the conditions are created to become competitive, sustainable and authoritative cross-media entities. The more radio stations succeed in this endeavor, the more free information and the democratic life of the territorial communities around them will benefit.
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