Advertisers Don't Know Who We Are
During his keynote address yesterday at Forecast, Clear Channel CEO Bob Pittman said he's been making sales calls to major advertisers and the response he's getting from them is, "We never see anyone from radio." In other words, radio is getting such a small piece of the advertising pie because, as an industry, we're not making enough sales calls. "We're kidding ourselves if we think we're doing it," Pittman said. He also said radio isn't bringing enough fresh young talent into the business.
Pittman said when he goes on these sales calls he brings Clear Channel's creative people with him. "We ask them what ideas they need." He referred to it repeatedly as ideation. "We have to ask for an assignment, not a buy. We have to be willing to bring them fresh ideas." Pittman said advertisers use newspaper because it's a legacy industry. He called it a hangover. "We should be comparing radio to Television and newspaper, not to other radio stations." Pittman says radio should be a $35 billion industry, which is more than double what the industry brings in now. "We have to crush the myths about the perceptions of radio. We need to talk about how strong radio is."
Pittman said he was a Program Director in radio at age 20. "I don't see any 20 year old programmers any more in this business. We need to bring in fresh blood."
(11/29/2012 1:14:10 PM) |
These comments are amazing coming from the head of a company that is constantly eliminating jobs. Yes they do hire young people, pay them nothing, fail to train them and then fire them. As others have mentioned, radio should be local. Voice tracking and out of town talent does not create local. I guess there are no mirrors in the CC executive offices.
(11/29/2012 12:40:17 PM) |
ALL TALK AND NO ACTION....
THIS SOUNDED LIKE A POLITICAL RALLY!!!
HIRE 20 YEAR OLDS...IF RADIO INK WAS TRULY A NEWS GATHERING ORGANIZATION AND CARED A TINY BIT ABOUT RADIO THEY WOULD LAUNCH AN INVESTIGATION THAT WOULD DISCOVER THERE IS NOT ONE 20 YEAR OLD PROGRAMMER IN ANY COMPANY FROM MARKETS 1 - 250.
I DOUBT THAT CLEAR CHANNEL EVEN HAS ONE 20 YEAR OLD FULL TIMER - NOT PART TIME. WORKING FOR THEM.
(11/29/2012 12:12:04 PM) |
Bob is a legendary broadcast professional and a billiant visionary. However, these comments and observations illustrate exactly what is wrong with radio broadcasting today.
* How do you attract young talent to an industry that is at the top of every "worst jobs of the future" list in recent memory. Back in the day we used to marvel at how you never saw middle age people in radio. It was all about young and excitement.
* Creative? Who can be creative when you're witnessing daily executions in the town square?
* Compare radio to TV and newspaper? Really?! That was the whole idea of consoliation 15+ years ago and you just now figured that out?
* Potential customers can smell blood and desperation. You can't sell anything under those conditions.
|- Pat Dawsey|
(11/29/2012 11:49:32 AM) |
And btw, young 20-something jocks/would-be PD's, who do weekend shifts, make $10 an hour now. $10 an hour!! Are you kidding?! Do you think anyone is going to take a business/industry seriously, at 10 bucks an hour? Come on. ...The industry "leaders" like Pittman are not facing reality. They want to radio to be a Big Player again, but they don't want to pay. ... A recipe for failure.
(11/29/2012 11:35:32 AM) |
Pittman has made a career of telling others, what they should do...He full well knows, that young people are going into INTERNET companies, where they make 75K plus great benefits, JUST TO START. ..Not a 3K/month draw for 90 days! Plus the vast majority of under 30's DO NOT LISTEN to AM or FM stations. ...Sorry-just look at the pictures from this conference...Radio is filled with old guys like Pittman, with old school thinking - let's have more meetings!- and old 40+ listeners.
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