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Radio has seized the potential offered by digital and is reaching audiences throughout the nation, says Michael Walbach

Radio has seized the potential offered by digital and is reaching audiences throughout the nation, says Michael Walbach

When it comes to media strategy, it’s easy to overlook the airwaves even though radio is the oldest form of broadcast medium. It’s formed the backbone of many successful campaigns for almost a century. So why isn’t it central to media planning for all big PR campaigns? Michael Walbach, managing director of agency Central Media Group, discusses how radio is evolving and why PROs are foolish to underestimate its power





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