Agency CEO Calls Radio "The World's Most Popular Medium"
In recent weeks and months, whenever given the opportunity, radio's most powerful executives have been making a serious push to sharpen the story of radio, hoping to get more advertisers to bite and spend more money. They stick to the script: steady weekly listening numbers from Arbitron, live and local content, a community connection during times of need, disaster, and destruction. They have started to evolve from, "We need to tell a better story" to, "This is our story and we're sticking to it." Some may ask, what else would you expect from the people who work in the radio industry? Well, when you get an advertising agency CEO who eloquently preaches the gospel of radio for you, that certainly helps cement the credibility of that story. And that's exactly what Barbarian Group CEO Benjamin Palmer wrote in an op-ed piece in Advertising Age. The Barbarian Group boasts a client list that includes Pepsi, GE, Samsung, and Bloomberg.
In a piece entitled "Why Marketers Need to Reevaluate Radio, the World's Most Popular Medium," Palmer writes, "Over the past few years, digital marketers have been so focused on display, better ad-tech, and creating experiences on the ever-expanding list of social platforms that we've managed to largely ignore a traditional medium that's becoming increasingly sophisticated right under our noses (well, our ears): radio."
And Palmer says the phone is just as important for radio listening, giving more credibility to Jeff Smulyan's plan to arm phones with FM chips. "As much as we talk about the phone being the second screen to TV and how our audience is multitasking, it's more plausible to think about looking at your phone and listening to the radio at the same time. It's also a lot more interactive than TV. You can call in to shows, do shout-outs, make requests -- pretty interactive."
Palmer cites radio success stories with the AdCounil, the EPA, Little Caesars' and others. He says, "Instead of radio being an advertising afterthought, it can be a pretty great source of inspiration. In the age of social media and composing tweets and six-second Vines, radio doesn't seem quite so limiting."
And Palmer points out the huge difference in production costs, which has been one of radio's biggest advantages for so long. Palmer says radio is the perfect platform to combine with emerging applications and innovations.
Palmer is a co-founder of The Barbarian Group, and has served as its CEO since the company’s founding in 2001. Over the years, Benjamin has come to be one of the most respected voices in the world of interactive and digital advertising.
Read the entire AdAge piece HERE
Leave your thoughts and comments below.
(11/17/2013 2:15:33 PM) |
jtSepA I loved your article.Much thanks again. Great.
(10/25/2013 3:13:32 PM) |
I5YvZt Awesome blog article.Much thanks again. Much obliged.
(10/7/2013 9:26:51 AM) |
In response to Ron and Terri's comments, one of the main problems with copy writing is the fact that station owners put the major emphasis on revenue and not so much on effective copy. Probably a good 80% of both radio and TV spots are ineffective because they fall into the realm of what one trainer refers to as the "Crap-o-sphere." Resorting to laundry lists, cliches and the unpalatable "Hi honey, I'm home" type of copy will not get results for the advertiser. And many ad agencies turn out the same kind of garbage as do untrained salespeople. Every salesperson and staff copywriter needs to be properly trained in what actually gets results, needs to be creative and needs to take the time to help the client understand why listing everything they do and everything they sell and every imaginable way to contact them won't get them the desired results. After all, the salespeople are responsible for approximately 20% of all radio content, aren't they?
|- Ted Hollo|
(10/1/2013 5:24:21 PM) |
Yes, Richard. That's radio's potential. But, it won't be happening by continuing with the insipid garbage being trotted out on an ongoing basis - masquerading as on-air content or commercial messaging.
|- Ronald T. Robinson|
(10/1/2013 4:49:54 PM) |
Radio is the most intimate medium. The relationship between radio and its listeners is deeper than any of the other media. It's an emotional relationship. You don't have an emotional connection to a TV channel or newspaper but you do with your favorite radio station. It's a part of your life everyday. The new media environment (Internet, social media) now offers radio the opportunity to deepen that relationship even more with engagement that will make radio ads even more effective.
|- Richard Fusco|
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