Current Issue:



In the April 7 issue:
What Is Nielsen's Plan For Radio?
On The Cover:
Nielsen's Farshad Family


Click here to subscribe to Radio Ink.






Radio Ink Writers




















User Feedback

Radio Exec Says "Suckers Invest in Pandora"



Add a Comment

(2/15/2011 12:42:31 PM)   Flag as inappropriate content
So now Pandora is going to kill radio. Before Pandora it was XM and SIrius. Before them it was television. Before that "talkies". Radio is the cat with more than nine lives. That doesn't mean some semi heading down the road can't flatten it, but the wise "cat" will stay focused on the road ahead.
- George
(2/15/2011 12:37:11 PM)   Flag as inappropriate content
Mary Beth—your reference to Pandora investors as being “suckers” would be like me calling you “queen of denial”, which of course I won’t do. As President of the Southern California Broadcasters Association, I’m sure you’re aware that broadcast radio doesn’t run on programming (local or otherwise); rather, it runs on advertising sales. As the demographics of the decision makers (read: the people who buy ads) change, broadcast radio’s share of advertising dollar pie is going to get smaller. If you have ANY doubt, spend a weekend with some 25-35 year old, smartphone carrying professionals and you’ll come to understand this. Honestly, your comments show a HUGE lack of understanding for this extremely powerful, strong and growing demographic.

Quoting Sarah from her post (below) “God help you all when they become media buyers. As much as I love radio, I can't convince them it's a viable medium.”Base-plus commission radio reps are already starving (anyone want to challenge me on this?)—and they’re going to have a really tough time with this crowd. Remember--local programming and on-air egos produce nothing unless an organization can create a revenue stream from them.
Jodie (post below)—right on. Too many broadcast stations sound like a guy wearing a pin-striped suit trying to shove a used car down our throats with a megaphone--sideways. I didn’t like listening to that stuff when I was a GSM; I don’t now—and neither does anyone else.

Comparing Pandora-like services to satellite radio as “apples to apples” shows a further lack of understanding. Satellite radio started as a paid subscription on a (then) brand-new hardware platform with no pre-existing users. internet radio is free, 95%-plus of everyone that matters is already using the platform (a computer or smartphone), and one doesn't have to be "visionary" to connect the dots regarding economy of advertising scale. See the difference? Not that it really matters, because the media buyers you deal with already do.

- Will Baumann
(2/15/2011 12:01:51 PM)   Flag as inappropriate content
It does not surprise me that Radio Ink once again prints a negative perception. Radio is here to stay as long as corporate radio realize programming to maintain an audience is important, instead of cluttering the airways with cheap rate clutter, and AV. Maintain rate integrity then it's easy to provide more of what listeners listen for, for free. XM was the wake up call. Get back to basics.
- Rob
(2/15/2011 12:00:15 PM)   Flag as inappropriate content
I believe in the media ecosystem concept, and as such, I think that terrestrial radio, satellite radio and internet radio (especially Pandora) all have value in the marketplace. I also believe that while terrestrial radio still reigns supreme in the radio space, there are definitely lessons we can learn and approaches we can adapt into how we program and sell our assets. Whether Pandora or some other technology has plans to "bury" us is less important to me than what we do with the enormous opportunities that lay before us. Technology is our friend not our enemy. But it's up to us to embrace it and monetize it in ways that matter to each stakeholder in the game.
- Larry Jennings
(2/15/2011 11:09:08 AM)   Flag as inappropriate content
Didn't you guys just publish a story abot how the latest Arbitron national study showed terrestrial radio increasing by 3.3 MILLION listenres in 2010? We reach 93% of adults 12+----no other media can touch that. I live in a town where about half of the households don't have a computer---not everyplace is like San Diego or San Francisco.

If you want to feel sorry for somebody---shed a tear for your local TV station. With DVR making serious inroads---how long will it be before the agencies get the fact that a high percentage of viewers now NEVER see a commercial? They just hit the Fast-forward button. Thank God radio is a "passive" medium!

- Davis Nathan
(2/15/2011 11:07:54 AM)   Flag as inappropriate content
"Fresh localized dialogue", is exactly why I choose to listen to anything but local radio. I don't need an internet capable dash to plug my iPod into an adapter in my car, or even listen to Pandora, via my cellphone, in my car, the same way. The majority of my "localized dialogue" comes from "personalities" who don't even live in my part of the country, much less my own state. Is radio dying? Only time will tell. What I do know is that "listeners" are far more savvy than they are given credit for, and if radio doesn't continue to take it's cue from new technology and the "new media", listeners will continue to dwindle away. No listeners, no advertising.
- Jodi Franks
(2/15/2011 10:54:39 AM)   Flag as inappropriate content
I teach advertising in college as well as work full time as a media director. Contrary to Ms. Garber's opinion, 1/3 of my students already listen to Pandora in the car by simply plugging in their I-Phone. They really don't care about local talk.

God help you all when they become media buyers. As much as I love radio, I can't convince them it's a viable medium.

While I agree Pandora may not become widespread due to funding issues, such "head in the sand" denial of competition is foolish. It reminds me of the TV broadcasters when cable came along. Or newspaper when Internet came along.

- Sarah


Add a Comment



 
Advertisements

Advertisements