Web vs. Radio

Mark Ramsey points to this nugget in the latest Benchmarking report from Borrell Associates:

"The largest local Web site in most markets, typically run by a local newspaper, will generate more in ad sales this year than the largest-grossing radio station in that market."

I had to say that aloud a couple of times to get my mind around it. Can that possibly be true for small and medium size markets? Des Moines, for example. Does the Des Moines Register website generate more ad sales than WHO (or whatever the top-grossing radio station)?

Ramsey correctly sees the web is an extension of your radio station, not simply a virtual press kit. "It's an extension of your brand, a place to deepen your relationship with your audience, and - most importantly for this discussion - a powerful tool for your advertisers."