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Jack Trout Says Radio Never Gets Sold Well to Clients



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(3/29/2012 8:32:20 PM)   Flag as inappropriate content
Radio has both audiences and advertisers as customers. Audiences invest time and clients invest dollars.
I suspect someone who is good a 'rithmetic could figure out some pretty convincing equivalencies.

- Ronald T. Robinson
(3/29/2012 1:18:09 PM)   Flag as inappropriate content
gets down to the real question:
who is radio's customer? listeners or local business?
listeners don't buy, they consume.
and are moving to newer media, games and social forums.
everyone who says local business.... what's your product going to have to look like. It's always about CONTENT.

- rick dorey
(3/28/2012 10:27:27 PM)   Flag as inappropriate content
I got the impression that Jack just didn't have the heart to share with Buzz that Radio no longer has a story and that there are few, if any, distinctions that can be made in order for a station to claim a primary position in the minds of an audience. We can't build an interesting or compelling campaign for our own local advertisers - never mind for ourselves.

Otherwise, thanks to Buzz for getting with the guy - the Legend - and providing the chat here.

Meanwhile the boys and girls of Radio are still scurrying around like ferrets trying to implement "Branding" strategies... as if they had one. (A Brand, I mean.)

- Ronald T. Robinson


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