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Gary Fries ‘Very Disappointed’ In Radio Industry
 Delivering his “State of Radio Sales” address – likely his last as the group’s leader – RAB president and CEO Gary Fries chastised the radio industry for focusing too much attention on taking from each other, and for moving too slowly in reacting to the changes that have taken place in the advertising marketplace. “We’ve just been plodding down the same road, hiring the same types of people and training them the same way,” he said. I’m very disappointed in the radio industry.”
Fries continued, “We have had traditional media all of our lives, but it’s never been very innovative,” he said. “New media is going to be part of the environment of the future, and we need to figure out how we are going to integrate with new media. How much time are we spending talking about this?”
In particular, Fries said radio must find a way to merge radio advertising with Internet advertising, a move he says can benefit both outlets. Pointing to data that suggests Internet advertising growth is on the decline, Fries said developing ad campaigns that utilize both mediums can pay dividends for radio. “When we figure out ways to integrate with the Internet, it will result in new revenue for you and this industry,” he said. “This deserves your attention. If we succeed, it will be a great opportunity for radio.”
He added, “Radio can’t just be the industry it has been before.”
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