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Video, social media are increasingly attractive to local radio buyers. In a bit of irony nearly 30 years in the making, video may not have killed the radio star but instead is helping to sell the medium. “It is attractive for advertisers because it offers another dimension to the standard radio commercial,” says Beasley’s “Wired 96.5” WRDW, Philadelphia sales manager Rob Keegan. In one execution, WRDW morning co-host G-N Kang interviews the owners of an upscale hair salon in a video posted on the station’s website. The produced, edited clip shows customers getting Japanese straightening and Brazilian keratin treatments. It’s part of Style Watch, the morning personality’s online video feature that showcases boutiques, websites and salons. Kang promotes the video feature on the morning show and drives traffic to the station website where listeners can connect with Salon 4th and other merchants that jibe with the lifestyle of the rhythmic CHR station’s listeners. It’s only one example of how local advertisers are using video and interactive components in their radio campaigns. “Video is becoming more popular in our presentations to our advertisers. It’s the one way where we can have real people and our jocks experience our clients’ products and see it played out through the star power of our jocks,” says Keegan. A Tropicana Reality Star campaign designed to promote the Atlantic City casino’s nightclubs as hip destinations involved contest winners and jocks making amateur videos of their night out at the casino. The reality show-style videos — think MTV’s “Jersey Shore” — were posted on the station’s website. Mentions on personalities’ social media pages also hold cache for local clients and Keegan notes some even want them written into sales contracts. Jocks also Twitter about their club and car dealer appearances. “If you’re live and local and you serve the community, you have influence and advertisers can capitalize on that,” Keegan says. “You’re doing it with more than just through the airwaves