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



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(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
(6/25/2012 1:40:39 PM)   Flag as inappropriate content
Friends of radio remember when radio was more friendly so to speak. 8 or nine minutes of ads per hour. F R E S H programming whether in music or talk. Accessible DJs and Talk Show hosts that made up a FUN listening environment.
Can we recreate that? Probably, so let's make today's Radio just that....

- Courtney R Thompson
(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 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 1:29:25 PM)   Flag as inappropriate content
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.
- Davis Nathan
(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


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