Borrell explores radio’s digital sales strategies.

Borrell Research sampled over 300 radio sales managers in rated markets, asking them how they approached digital sales on their staffs. Half of the respondents said they have sales reps specifically for their digital efforts, while half said they do not. But here’s the rub: Stations that have separate digital sales staffs generate four times the digital revenue as those who have combined staffs. The study also found that the percentage of radio stations with separate digital sales staffs has increased from 11% last year to 38% currently.