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The Legendary Al Ries: "Radio Playing Too Many Ads"

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(10/24/2013 8:39:09 PM)   Flag as inappropriate content
rHeQWe Say, you got a nice article.Really looking forward to read more. Want more.
- NY
(7/1/2012 11:19:26 AM)   Flag as inappropriate content
Two words: Well, duh!
- Steve
(6/28/2012 4:05:54 PM)   Flag as inappropriate content
Radio is the "original" social media - which means engaging the listeners as friends and deeming their attention to the station as a great value. Five-minute commercial sets are not engaging, and in fact, deter TSL and fan loyalty. Radio must maximize profits with minimized inventory, and seek a more diversified path of sell-able assets (web - digital - social media - special events, etc.) We have to get over trying to get the "easy" buck at the expense of the listener.
- Ken Hammock
(6/26/2012 11:35:41 AM)   Flag as inappropriate content
Branding with the listener is one thing, and we can argue that point forever. Branding with the ad community is where I see big trouble. we have too much invenory, and have created our own monster with various Remnant Invenory companies that we need to put out of business. All we are doing is sending a the wrong message to advetisers that there is no sense of urgency to book radio first, and that will never create the proper demand on inventory that will raise our values.
- Ed Krampf
(6/25/2012 6:35:27 PM)   Flag as inappropriate content
Maybe it does need to be said. A lot of these guys are not professionals. They are in it only for the money they can grab... today.
- Ronald T. Robinson
(6/25/2012 6:13:50 PM)   Flag as inappropriate content
A lot of the problem comes from radio station owners/GMs who are business people, not "radio" people. They see every single commercial availability that goes by unfilled as money left on the table.

If they aren't filling 12 minutes per hour (or more) entirely with commercials, they liken it to a grocery store having to throw out fruit that has gone bad. They'd rather oversell the station at 25 cents a spot than risk a day with unsold inventory.

They don't care about "damaging the brand."

- Buzzy Pomona
(6/25/2012 1:43:49 PM)   Flag as inappropriate content
Over commercialization was not Al Ries' message! His only reference was to the extreme, i.e, the parade of lead-in spots to celebrity talk shows.

Besides, Cable TV is now stealing Network TV ad
$ despite "insufferable" over commercialization.

Bigger issue: Radio & print come into the discussion only as mediums advertisers can borrow money from to buy more Social Media.

In a forthcoming online RI story (RADIO 2012...
GIVE UP?) I explore Radio's #1 problem, and
what you can do to solve it.

- Dave Giff Gifford

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