Industry: Google in Radio may not mean dominance

http://blogs.zdnet.com/micro-markets/index.php?p=630

Industry insiders are not convinced that Google’s dominance in online search advertising is easily duplicated in the radio advertising market.

Over the past few weeks, I have had several discussions with the management team of a new force in the radio advertising market, SoftWave Media Exchange Inc. (SWMX).



The SWMX team, Josh Wexler, CEO, and Bill Figenshu, Chief Operating Officer, is ambitious and impassioned and, perhaps more importantly, is not intimidated by Google dMarc forays.



SWMX says it “provides an efficient, dynamic and transparent open marketplace for the purchase, sale, management and distribution of advertising media time”:

SWMX applications enable advertisers and broadcasters to execute sophisticated media transactions on one platform, in one process, in real time - from any computer with an internet connection. The SWMX Marketplace currently includes SWMX Radio and SWMX Television. SWMX Radio serves a broad range of advertisers, agencies and leading radio stations across the U.S. representing 13 of the top 15 broadcast groups, 50 of the top 50 U.S. markets, 39 of the top 50 stations and a daily national audience of over 9 million listeners, or 40% of the total U.S. broadcast radio market, according to Arbitron. Launched in June 2006, SWMX Television currently serves the local spot cable market, delivering access to a national daily cable audience of millions representing all major networks.

Although the article doesn't say it, I could see Google giving it a go trying to sell ads in the radio sector. Do you think it would work?