Radio Industry: Target Marijuana Online

Recent changes in laws making medical marijuana, and sales of recreational marijuana, legal in multiple states has created a huge ad revenue opportunity for radio online.

"Let the radio industry discuss this ad nauseum. The online radio industry needs to check with no one."

While stories unfold in radio industry trades under the guise of "should we?" stations operating on the internet (with no FCC rules) should dive into this new, growing market before someone in broadcast radio figures out a strategy.

Whether operating as a single station or an online radio group of stations (Live365, Radionomy, Slacker, Pandora, etc.), it's time to get over the concept that offering ads for this legal substance will bring your brand down. Hard-core conservatives will give the "gateway" argument. Let them, there are no facts to support it. But if they continue, counter the argument with the fact that most addicts started drinking milk before using marijuana.

Online, the radio industry is in a position to serve medical and recreational marijuana ads by either geo-targeting specific listeners or addressing all. There's nothing to hold anyone back, and there's a sprouting industry that's looking for ways to get word out - not to mention the individual players in this market looking for ways to differentiate themselves.

We're seeing movement by the radio industry that shows it's leaning towards accepting marijuana ads, which will fit in nicely next to the plethora of erectile dysfunction ads already being aired. With its reputation for producing the munchies, marijuana ads will also offer radio an ironic juxtaposition for all its weight loss ads.

Point is: Online radio is perfectly situated to be a mouthpiece for not only the plants purchased but paraphernalia, too. The market is wide open, and to let it slip by will leave hundreds of millions - if not billions - of dollars on the table by the time this industry matures.

Let the radio industry discuss this ad nauseum. The online radio industry needs to check with no one. If it sits on its hands during this wide-open opportunity, it's just one more reason you'll see the ranks of internet radio stations decline. You can't operate without revenue.

Medical and recreational marijuana companies are just salivating over ways to get their word out. (Think back to the early days of the internet, when the radio industry was raking in the dollars running ads for wannabe web sites.)

Now, will someone please pass the Doritos?








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