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



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(6/25/2012 12:42:48 PM)   Flag as inappropriate content
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.

- Chuck
(6/25/2012 11:04:58 AM)   Flag as inappropriate content
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.
- Ronald T. Robinson
(6/25/2012 10:48:36 AM)   Flag as inappropriate content
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.
- Stephen Williams
(6/25/2012 8:48:39 AM)   Flag as inappropriate content
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.
- walter sabo
(6/25/2012 8:39:01 AM)   Flag as inappropriate content
While Mr. Ries got the brain hemispheric distinctions a little discombobulated, his intuitions and opinions still have a strength of their own

We radio-folk have yet to come to an understanding of how our medium works. And until that happens, there is little chance we will be in a position to exploit the potentials that are still inherent in the medium.

I particularly appreciated his position on radio having the capacity to take another shot by featuring Personalities. I would urge those personalities be live and local... for all the known and well-rehearsed reasons.

- Ronald T. Robinson
(6/25/2012 8:19:17 AM)   Flag as inappropriate content
Too many ads? Impossible!! He is obviously not the station owner!
- Maynard Meyer


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