“Advertising is becoming content, not message. Or, more specifically, the message is knit into the content. Under that scenario there is no 30-second spot per se, there are simply threads of advertising-sponsored content.
Creating “content that people choose to watch (and share)” (and listen to) is the job of every company that calls itself “media.” This goes to the heart of radio’s revenue model because it is clearly out of step with the direction of clients and their agencies.
This is why the structure of so much of radio is outdated. We have sellers who move spots and programmers who mix music. What we need amongst these are content creators who match consumers with clients in the presence of our brands by bringing compelling ideas to life.”
— Mark Ramsey Media