Radio and podcasting aren’t competitors – they’re the ultimate combination. In this session, Tom Webster will share new research on how radio delivers unmatched reach and frequency while podcasting delivers something radio can’t: deep attention and parasocial trust. Together, they form an audio advertising strategy that no other medium can match. You’ll learn why the smartest media companies are leaning into both, how to position the combination to advertisers, and the revenue data that proves audio’s future is brighter than ever.
