Fortune 1000 companies and their agency partners are migrating online at a fast and furious rate at the expense of traditional media budgets. For broadcasters to profit in the new millennium, they must offer integrated touch points that move the needle for advertisers and agencies.

"How Traditional Media Can Survive, Monetize and Grow Profits in the Digital Age," presented by Sheila F. Kirby, president, Strategic Sales Development for Interep National Radio Sales, took NAB Show session attendees through an in-depth presentation on the integration of traditional and digital media assets.

During the session, Kirby said that in this digital age, having a Web site makes a station as much a publisher as an on-the-air entertainment medium. She said one key component to any good station Web site is repurposing the content for which the station is famous. Podcasting is a great way to repurpose content. This can include recaps of a station's morning show, Web site exclusive music news or even extended play songs on a station’s stream.

Kirby also noted that today's advertisers are looking for local content more than ever. In fact, 42 percent of Internet advertising last year was local advertising. This means that while major search engines account for a good deal of Internet ad revenue, advertisers are still constantly looking for local opportunities, and a radio station Web site is a perfect place to reach people on a personal and local level.