# Radio and online industries partner to promote advertising

- Link: https://fundraising.co.uk/2005/07/20/radio-and-online-industries-partner-promote-advertising/
- Published: 2005-07-20T23:00:00+01:00
- Author: Howard Lake

While online advertising overtook commercial radio advertising in terms of turnover
in 2004, the two media’s industry groups are collaborating on a joint promotion 
of both platforms.
The collaboration follows research that found that one in five
online users listen to the radio while they are online. Furthermore, 59% researched
products or services online after hearing about them on the radio.

The Radio Advertising Bureau and the Internet Advertising Bureau are looking for
an advertiser to test the findings of this report. The author of the RAB report,
Mark Barber, told The Guardian that you have an mmediate closure of the gap between
the communication and the purchase with a combined radio and Internet advertising
campaign.

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