Integrated advertising efforts...

It isn't enough to just air music on a radio station anymore. The competition for listeners and advertising dollars had led Clear Channel Radio (the largest group owner of radio stations in the U.S., with more than 800 stations) to launch an effort to sell advertisers a fully integrated media advertising plan.

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In Depressed Radio Ad Market, Clear Channel Innovates with Integrated Approach

By Kate Kaye, ClickZ, Sep 1, 2009

Terrestrial radio hasn't exactly been synonymous with innovation, but industry behemoth Clear Channel could be changing that. When it comes to advertiser offerings, the national radio station network is dedicating significant resources to branching out its integrated media department. The department recently set up a location in New York to complement its original L.A. office, and boasts custom work for brands like Ford and McDonald's.

Radio ad revenues are poised to drop 15 percent in 2009 compared to last year, according to BIA Advisory Services. But Clear Channel appears to be dedicated to leveraging its broad on-air, online, and mobile presence to ensure it remains appealing to national advertisers that are shifting budget allocations away from traditional media.