Posting is coming to Radio.

According to Radio Business Report, RAB President and CEO Gary Fries said in a speech at NAB2006 in Las Vegas that some sort of posting is inevitable for radio – – and needed. Fries noted that posting was the subject of a recent “raw” discussion at an RAB board meeting, but in the end everyone agreed that posting was coming to radio. “We have to do posting because every other medium is doing it,” Fries said. He said posting is part of the accountability that is being demanded of all media by advertisers. In fact, he thinks radio is currently being penalized for not having posting. “I believe people will pay more,” he said of ad rates once radio changes its position on posting. Questioned afterward by RBR, Fries said he was not talking about posting to ratings, but rather verifying that a schedule was run as it was bought – – and with the correct continuity. Ratings wouldn’t enter into it, he said, unless the schedule was sold on the basis of guaranteeing a certain GRP delivery. In his speech, Fries was upbeat on HD Radio, saying it is a way to make radio hip again. “The world is going digital and we’re going with them. We have to tell people about it,” Fries said.

Courtesy of Radio Business Report