But I don't think that applies to e-mail. You can deliver both meaningful entertainment concepts and advertise. Radio stations are using the content and advertising components of e-mail marketing to offer combined multimedia packages to their clients. So radio stations are utilizing Mediathink's service to both brand themselves and essentially sell advertising online. Smart radio stations are less about playing music and more about selling solutions to their advertisers.
Smart stations realize they are in the business of selling their advertisers products.
We see packages being developed where advertisers buy both airtime and a place in the e-mail. This way, advertisers will be migrating onto the Web in an effective ROI way as oppose to buying banner ads on sites where people may or may not log in. E-mail marketing allows radio stations and their advertisers to own the audience as oppose to allowing them to drift around and 'maybe' see the ad. That's the neat thing about this. Radio stations can make this program profitable for themselves, charging the same rate as other online newsletter sponsorships.