broadcastspots.com Adds Streaming Audio to Media Marketplace

In its first deal involving Internet-based audio advertising, broadcastspots.com, a site for the buying and selling of radio ads, on Wednesday added WWW.com to its roster of sellers.

The agreement represents a stretch into a new medium for broadcastspots.com, which has concentrated on radio so far. The company is one of a half dozen media marketplaces -- including AdOutlet.com, OneMediaPlace.com and BuyMedia.com -- which are seeking to improve the process of buying and selling media, by using the Internet.

WWW.com provides the technology and operates a network of around 230 Internet-only streaming audio stations. Besides being streamed in an audio format, the ads can be accompanied by text on the player's song panel, so users can click-through to the advertiser's Web site.

"With the signing of WWW.com, broadcastspots.com adds the exciting dimension of Internet audio advertising to our affiliate roster," said broadcastspots.com senior vice president John Cravens.

"By combining WWW.com's universe of stations spanning all formats with the instant 24/7 accessibility of broadcastspots.com, we are placing a vast and diverse audience at the fingertips of media buying professionals."

broadcastspots.com helps media companies reduce the problem of unsold inventory, by allowing buyers to purchase it through an online media marketplace. The company has more than 900 radio affiliates nationwide, including the ABC Radio Group of stations, Emmis Communications, One-On-One Sports, American General Media, the Simmons Radio Group, and The Cromwell Group.