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The Legendary Al Ries: "Radio Playing Too Many Ads"
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(6/25/2012 1:34:48 PM) Flag as inappropriate content
But---there are hundreds of small and medium market stations who "get it" and do it well.
And, they also limit their commercial load to a reasonable amount----but what they do air is largely local in scope.
AND---although if you asked 100 listeners if they "liked commercials" they would all say NO---they'd miss them if they weren't there---at least in the 10 or so markets I have worked in at stations that "got it".
But---there are hundreds of small and medium market stations who "get it" and do it well.
And, they also limit their commercial load to a reasonable amount----but what they do air is largely local in scope.
AND---although if you asked 100 listeners if they "liked commercials" they would all say NO---they'd miss them if they weren't there---at least in the 10 or so markets I have worked in at stations that "got it".
This is disturbing and ---essentially---wrong. If a station makes an effort to have good air people who ENGAGE the audience, local commercials talking about LOCAL businesses selling products to LOCAL consumers, PSA's about LOCAL activities, etc.----they will have a station that CONNECTS the audience to the community----and that is something that NO other media can do as well as local radio. Perhaps the big companies in the mega-markets have missed the boat on this.
I've been saying the same thing for years. How can you expect someone to sit thru a 5 minute commercial break? Especially talk radio floating breaks where you may have 2 minutes national spots followed by 3 minutes local spots. At the ripe old age of 52 I was an avid radio listener, listening to 5+ hours a day until about 3 years ago when I just couldn't take it anymore. Now I'm XM/Sirius for music, and I record talk and play it back without spots.
As to the comparison with TV... no comparison because I, like many folks, DVR everything we watch and never have commercials.
Radio sometimes reminds me of my wife's father who is in a hospice and being kept alive by technology. The upside, if one can call it that, is that so long as the man stays alive, the pension monies keep rolling in.
Comparing radio's spot load to TV/Cable only shows that heavy spot loads and long commercial breaks are proven to diminish a medium —especially in a culture that gets what it wants free on the internet right away. Radio has to stay competitive, raise rates, lower time spent in commercials, and deliver better creative. Otherwise, we are strangling the goose that lays the golden eggs.
Watch any cable channel and COUNT the ads. You'll count more units than any radio station. Or syndicated shows, count the units in the last 10 minutes of TMZ, you'll find it's about 15 units in ten minutes.
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(6/25/2012 1:34:48 PM) Flag as inappropriate content
But---there are hundreds of small and medium market stations who "get it" and do it well.
And, they also limit their commercial load to a reasonable amount----but what they do air is largely local in scope.
AND---although if you asked 100 listeners if they "liked commercials" they would all say NO---they'd miss them if they weren't there---at least in the 10 or so markets I have worked in at stations that "got it".
- Davis Nathan
(6/25/2012 1:33:59 PM) Flag as inappropriate contentBut---there are hundreds of small and medium market stations who "get it" and do it well.
And, they also limit their commercial load to a reasonable amount----but what they do air is largely local in scope.
AND---although if you asked 100 listeners if they "liked commercials" they would all say NO---they'd miss them if they weren't there---at least in the 10 or so markets I have worked in at stations that "got it".
- Davis Nathan
(6/25/2012 1:29:25 PM) Flag as inappropriate contentThis is disturbing and ---essentially---wrong. If a station makes an effort to have good air people who ENGAGE the audience, local commercials talking about LOCAL businesses selling products to LOCAL consumers, PSA's about LOCAL activities, etc.----they will have a station that CONNECTS the audience to the community----and that is something that NO other media can do as well as local radio. Perhaps the big companies in the mega-markets have missed the boat on this.
- Davis Nathan
(6/25/2012 12:42:48 PM) Flag as inappropriate contentI've been saying the same thing for years. How can you expect someone to sit thru a 5 minute commercial break? Especially talk radio floating breaks where you may have 2 minutes national spots followed by 3 minutes local spots. At the ripe old age of 52 I was an avid radio listener, listening to 5+ hours a day until about 3 years ago when I just couldn't take it anymore. Now I'm XM/Sirius for music, and I record talk and play it back without spots.
As to the comparison with TV... no comparison because I, like many folks, DVR everything we watch and never have commercials.
- Chuck
(6/25/2012 11:04:58 AM) Flag as inappropriate contentRadio sometimes reminds me of my wife's father who is in a hospice and being kept alive by technology. The upside, if one can call it that, is that so long as the man stays alive, the pension monies keep rolling in.
- Ronald T. Robinson
(6/25/2012 10:48:36 AM) Flag as inappropriate contentComparing radio's spot load to TV/Cable only shows that heavy spot loads and long commercial breaks are proven to diminish a medium —especially in a culture that gets what it wants free on the internet right away. Radio has to stay competitive, raise rates, lower time spent in commercials, and deliver better creative. Otherwise, we are strangling the goose that lays the golden eggs.
- Stephen Williams
(6/25/2012 8:48:39 AM) Flag as inappropriate contentWatch any cable channel and COUNT the ads. You'll count more units than any radio station. Or syndicated shows, count the units in the last 10 minutes of TMZ, you'll find it's about 15 units in ten minutes.
- walter sabo
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