Ever evolving

Last week Triton Media Group acquired Excelsior Radio Networks, with plans to extend the reach of ads on Excelsior's programming online.

Triton's goal is to recreate the radio network ad buying procedure with online channels. Excelsior's programming inventory brings the company closer to that goal.

Triton currently provides digital services to stations.

The company aspires to move from fee-based payment models for stations, to relationships in which stations trade over-the-air and online ad inventory in exchange for Triton's services.

The first such deal was signed with The Content Factory, which syndicates The Dan Patrick Show and also handles the show's website management.