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Ronning Lipset to Sell National Ads Into 1,200 Station Web Sites

By Published on .

NEW YORK (AdAge.com) -- Clear Channel Radio is looking to join the big boys online.

The company yesterday announced an agreement with online radio rep firm Ronning Lipset Radio to sell national advertising

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on Clear Channel Radio’s network of 1,200 station Web sites and exclusive, on-demand online programming.

6.8 million listeners
Lipset already sells advertising on a network of online radio affiliates that includes Yahoo's Launchcast, AOL Radio, Live 365 and Microsoft's MSN Radio and Windowsmedia.com. With the addition of Clear Channel and its 400 streaming stations, Lipset will reach 6.8 million unique listeners, according to the latest numbers from Arbitron/comScore.

Clear Channel will continue to sell the properties locally and package online opportunities into broader company pitches, according to a company statement.

While Clear Channel is the leader in the radio arena, its online radio numbers are dwarfed by the major Internet portals, which were the leaders in establishing Internet radio. Clear Channel streams audio on 400 of its station sites and recently initiated measurement from Arbitron/comScore. In an average week in July it logged almost 850,000 online listeners; by comparison, Yahoo’s Launchcast recorded almost 3 million and AOL Radio notched 1.8 million.

$3 to $5 CPM
While most audio ads on the Internet portals are single spots, traditional radio stations tend to run multiple online ads in pods, following the standard model. The online radio world is opening up a host of new opportunities for traditional radio advertisers, however, and many are seeking out online sponsorships of both programming blocks and special events. At Clear Channel, more than 130 stations have sold local broadband show sponsorships to such clients as Budweiser, Road Runner and Virgin Mobile. The cost-per-thousand-listeners for most in-stream online radio advertising hovers between $3 and $5 -- comparable to traditional network radio prices.

Clear Channel has been bulking up its online operations with a series of new programs, including live artist performances in a show called “Stripped,” exclusive podcasts and, most recently, New, an online library of content from emerging artists.

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