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Listen Up!

If you're not advertising on internet radio, you could be missing out.

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This story appears in the November 2004 issue of Entrepreneur. Subscribe »

According to a 2004 study by media research firms Arbitron Inc. and Edison Media Research, radio has an estimated weekly audience of nearly 19 million Americans and growing. Not only are people listening in online, they're also buying online.

Monthly internet broadcast (radio and video) users might represent only 26 percent of the online audience, but they accounted for an estimated 42 percent of online spending. Advertisers can reach an audience that's in listening and shopping mode.

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