Feature: 50 Years of Commercial Radio
Bauer Media execs explain how radio presenters have evolved into influencers and warn the radio industry against ignoring the possibilities of AI as the sector faces more change.
Radio now has all of the benefits of influencer advertising without the dangers, Bauer Media Advertising’s advertising chief tells The Media Leader.
Simon Kilby (left), managing director of Bauer Media Advertising, describes radio presenters as “the original influencers” who have huge followings that are are “very invested in the relationship with presenter and station”.
However, there is a difference between radio influencers and other influencers as Kilby explains: “The big difference between radio and social platforms is trust. Audiences and advertisers know that radio is a trusted, safe and regulated place — so it has all the…
