New media, old media meet on the web.
Two media giants are teaming up to capture bigger shares of the online space.
As expected, Clear Channel Radio’s online unit will exclusively use the search engine Google to provide search and advertising services on its network of more than 1,100 station Web sites.
The advantage to users, according to a Clear Channel release, is that they will be able to run Google searches without leaving station sites.
The bonus for Clear Channel’s local advertisers is that they will be able to have their ads appear first, ahead of ads generated by Google and before users' search results.
Initially, Clear Channel will use Google to generate search-related advertising via the search engine’s AdSense feature. Later, the company will start running ads linked to the content of news articles on its sites.
“As our on-air audience continues to turn to our station sites for broadcast streams and on-demand programming, we will continue to build mutually beneficial partnerships with those who are best in breed,” Clear Channel executive VP/head of online music and radio Evan Harrison said in a release. “Google is a widely recognized name when it comes to search and our listeners will now have convenient access to the best search results on the web, as well as our advertiser information.”
According to Clear Channel, its sites traffic nearly 7 million unique visitors a month.