Revenue Opportunity?

I recently completed an integrated campaign that included display, email marketing, sponsorship, and print; to name a few. Working across these different channels, it became very clear just how behind the curve local radio stations are. In addition to working with their on-air talent to produce DJ chatter, they offered to create an online contest and allowed us to place display ads on certain sections of their website.

While they were on top of things to negotiate and produce the DJ chatter, the online portions were no doubt uncharted territory. Not only did their sales teams not understand the value of online, but by the time it came to place our creative, my general feeling was that they were figuring it out as they went.

It certainly seems like they are ignoring an untapped revenue stream. Am I the only one was has experienced this?

- Chris