But not everyone is convinced. While deep-pocketed ABC is taking the plunge into ad insertion, not every broadcaster thinks the time is right. Susquehanna 's Merge933.net in Dallas was one of the first stations that set out to blur the line between radio and the Web. It would be natural that the pioneer would dive headfirst into cutting edge technology solutions to maximize its online revenue potential in the face of the dispute. It isn't like clients are mad because their ads aren't on the Internet.
Most clients realize that what they're buying first and foremost is radio.
The Net was really just a little added ingredient that came with it. Bennett, who oversees four major market stations, doesn't see it that way. That's probably wishful thinking at this point. Bill Piwonka , vice president of marketing for MeasureCast , which compiles weekly Internet radio ratings, argues that such thinking is missing the point. Those online demographics are skewed heavily toward affluent, college-educated males, many of whom are streaming in office settings previously out of reach.