AOL, CBS Radio in Web Accord

NEW YORK CBS Radio has unveiled a groundbreaking sales and content partnership with AOL Radio that extends CBS’ radio audience to millions of additional listeners. More than 150 of CBS’ radio stations will be streamed through a new online player developed by the two companies. In addition, CBS will drive ad sales for AOL Radio’s 200-plus stations plus its own online streams and new custom channels.

The new player, complete with presets like a radio receiver, will allow audiences to toggle between stations, view song titles, album information and link to Web sites of the artists.

Through the player listeners can share and rate songs, purchase music and albums, even concert tickets.

“We have been very clear about our goals in this area and teaming with AOL is a tremendous step forward in that regard,” said Dan Mason, president and CEO of CBS Radio. “A combined CBS Radio/AOL Radio affords us vastly greater scale, as well as massive distribution for our brands.”

For AOL Radio, the partnership gives the Internet radio network access to some of the best-known radio brands in the U.S. including Sports WFAN-AM in New York, Rock KROQ-FM in Los Angeles and WXRT-FM in Chicago.

Along with CBS Radio’s sales force, advertisers will be able to use TargetSpot, CBS’ Web-based platform for buying streaming audio. Ronning Lipset Radio, which has handled national online representation for AOL Radio, will broaden its representation to include CBS Radio’s online properties.

“As a result of having one of the most powerful Internet radio platforms in the world, we’ve created even greater opportunities for advertisers to be integrated into one of the fastest-growing areas on the Web,” said David Goodman, president of digital media and integrated marketing for CBS Radio.