CBS Interactive and CBS Radio: a 21st Century Marriage!

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This last Tuesday saw a giant leap forward for CBS: the debut of the CBS Interactive Music Group. This new effort unifies the various CBS-owned  music properties under the auspices of CBS Interactive. Those properties include mobile applications, over 100 CBS music websites, a vast array of audio streams and the renowned music discovery, social media platform, Last.fm. According to CBS the combined reach of these various entities is a whopping  40 million unique audio users per month.

David Goodman has been given the helm of this new unit, a name that should be familiar to those who work in the industry. He has been the executive vice president of marketing for CBS Radio since 2002. Before that he worked on high profile programming for Warner Music Group, Warnervision Entertainment, and Warner Brothers, including Hard Rock Live and Russell Simmons: One World Music Beat. He will report directly to CBS Interactive president Neil Ashe and will continue to work with CBS Radio president and CEO, Dan Mason.

CBS seems ready to leap into the 21st Century with both feet, as this quote taken from Radio Ink Magazine illustrates:

“Today we are combining two industry-leading music properties to form a single group dedicated to music fans everywhere,” CBS Corp. President/CEO Les Moonves said. “CBS is in a unique position to bring together the leading-edge technological resources at CBS Interactive with the content, promotional, and sales assets at CBS Radio to drive efficiencies into the business and create unmatched experiences for all of our customers. David is uniquely qualified to lead our efforts in the area, and I look forward to all he’ll do to grow this new enterprise.”

This may be the next big step forward in the world of social media-oriented interactivity. Mr. Goodman is standing on the cutting edge now and it will be exciting to see what steps the new music group will be taking as they develop their strategy for implementation and monetization of the the array of properties that fall under its aegis.

Gavin O’Malley, whose work on interactive media has appeared in Advertising Age, Techmeme, and Online Media Daily notes Mr. Goodman’s comment on how the new structure will benefit the marketing segment in particular (from his recent article on MediaPost):

For marketers, the new structure offers “deeper targeted advertising opportunities driven by experts in local and national sales,” according to Goodman.

Hardly a shocking point of view. The huge advantage of social media interactivity is being able to reach people in the way they choose to be reached and on the topics they care about. From a sales standpoint, that’s potent and powerful, to know that much about your listeners.

What are your thoughts on this new unification of radio and online conversation? What would you like to see as Mr. Goodman shepherds its evolution for CBS? Leave us a comment and let us know!

Photo courtesy of watchwithkristen, used under its Creative Commons license

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