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At last week’s Radio Convergence meeting, the movers and shakers from radio’s digital arena were on hand to discuss their challenges -- and their need to embrace online and search marketing.

"Radio has to start believing that the Internet is real," said Reed Bunzel, CEO of TheRadio.com. Until recently, radio management considered their station websites as complementary marketing vehicles that supported on-air listeners. That has begun to change already.

The largest radio station groups are very tuned into their online opportunities, with both traffic and ad dollars as key priorities. When it comes to radio stations, search marketing tops the list now. To grow traffic, these groups are focused on SEO and SEM rather than more limited on-air promotions. It's more than a local play, too.

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