I drive around in my car. I listen to Sirius, NPR and my iPod. I am but one, but I must assume that I am not alone. Looks like I am right according to the New York Times.

This show is my first of many interviews. I took a hard look at my list of friends, acquaintances and upcoming travels and I have over 100 people that I think both you and I would like to hear expound on various subjects including radio (today’s show), the future of Internet marketing, how major advertisers choose ad agencies, the happenings at a Podcasting conference and best practices in email marketing. Hopefully I will be able to control bloviation.

Today’s show is an interview with Keith Shipman, President and CEO of Horizon Broadcasting Group, which owns and operates five very successful radio stations in Oregon.

Prior to becoming a radio executive, Keith worked in Seattle TV and radio broadcasting for over 17 years. His credentials include 13 years at KCPQ (FOX) as the Sports and Public Affairs Director. Keith also worked at KOMO-AM and KIRO- AM, two of Seattle’s major AM radio stations.

During his career he was awarded three regional Emmy Awards and was selected Washington State’s Sportscaster of the Year on three occasions.

My interview with Keith covers the state of radio advertising today, the effect of Satellite radio (XM and Sirius) and how best to use radio as an advertising medium. At the end of the interview, we discussed radio’s ROI and Keith mentioned the Radio Ad Effectiveness Lab’s “Radio’s ROI Advantage” research study. You can read the study by visiting the Lab’s site.

I hope that you enjoy this show. It is jam packed with lots of in-depth information on the current and future states of radio advertising.

Listen Now:

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I just bought Sirius Satellite radio stock (SIRI). Why?

Jim Cramer likes it.

Just dropped to near its 52 week low.

But, more importantly, I hardly listen to commercial radio anymore (now mostly NPR and the iPod). And, since my new car is soon arriving with dealer installed Sirius I have the gut feel that Satellite radio is hitting its stride.

Don’t take my word for it. Both XM and Sirius hit 9 million subs last year. They are projected to go to 47 million by 2014. XM’s “20 on 20” Top 40 show is the fourth largest Top 40 station in America. Sirius’s 70”s oldies station is the 14^th ranked in the US. Mel Karmazin runs Sirius./p>

To get a better view of this trend and its effect on terrestrial radio I am going to interview a radio station owner for one of my next Podcasts. Should we still be advertising on radio? Stay tuned.

One more thing. I suspect that Sirius and XM will get on the Podcasting bandwagon…. just too big of a content opportunity.