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Bracing For Disappointment

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(10/14/2012 11:52:24 AM)   Flag as inappropriate content
Final point: This column starts out with "to make sure radio gets what it rightly deserves"...There's that sense of entitlement. ...That is a very pompous mindset that is both harmful and presumptuous to any selling strategy. Kind of like saying "we deserve high rates." Good luck with that, in this era of lackluster demand, and many more viable options for advertisers.
- Bob
(10/14/2012 11:46:19 AM)   Flag as inappropriate content
A key problem: Many radio station groups and GM's are 40+, and perceive the radio industry as it was 10 years ago, and often with a sense of entitlement. ...They have cheapened the programming on many FM stations, with either voice tracking or low-paid announcers, and added commercial cluster breaks...10 or 12 commercials in a row, when most people tune out. Now bring in the Smartphone factor, and sadly, terrestrial radio is becoming irrelevent.
- Bob
(10/13/2012 10:02:30 AM)   Flag as inappropriate content
If we want to look at "what went wrong" and why local cable is taking money from radio..well lets see..with cable if you want to target can be on channels that appeal to women..want older men..go to espn or nfl network or military channel, etc..we all get the idea. now lets look at radio...let see we have "premium choice" more music, national talk or national sports..we all sound the same..we cant blame the agencies..we need to blame ourselves! just my 2 cents worth
- brian
(10/12/2012 10:45:41 AM)   Flag as inappropriate content
Michael Bustell- I'm not sure where you get your numbers from, maybe I didn't understand your post, because by every possible measure TV viewing is a multiple of radio listening at roughly 5 hours per day.

- TV Wins
(10/12/2012 8:13:38 AM)   Flag as inappropriate content
Kind of poetic justice...I guess it wasn't "automatic billing" afterall.

You would think by now that the powers above would realize that NO billing is automatic but that would be putting a value on employees and we sure can't have that.

- toldyouso
(10/12/2012 7:32:07 AM)   Flag as inappropriate content
I looked at THE MEDIA AUDIT's 34,048 18+ Independent Voting respondents in the swing states of CO, FL, IA, NV, NH, NC, OH, VA, and WI. 18.3% of the Voters in these 9 electoral college swing states claimed to be Independent. 54.3% were Male, 45.7% were Female. The Median Independent Voter was White, 48, with a HH Income of $56,012. 43.2% had college degrees.

Radio reached 83.9% of these people weekly. TV 88.1%. These voters who will decide our Presidential election spend 161.9 minutes per day with Radio, and 91.5 minutes per day with Broadcast TV, 83.1 minutes per day watching Cable Networks. So Radio represents 23% of the total Media Day to reach Independent Voters vs. 13% for TV, and 11.8% for Cable. Campaign strategists are clearly missing the boat by not loading up on Radio. But it's still not too late.

The best Radio formats for campaigns to jump on in the 2012 Swing States are Country... reaching 17.4%, Classic Rock...reaching 11%, Sports...reaching 10.5%, CHR...reaching 9.1%, Hot AC...reaching 8.9%, Dance, Oldies, Classic Hits, and New Rock also score high. Over 20-27% ofthe listeners to these formats are Independent Voters. It makes sense because they are formatically apolitical yet have educated listeners who go to the polls.

RADIO can be the "secret weapon" for the campaign that loads up on these formats in not only the swing states but in every market where there's at least a 9 point or less advantage one way or the other for an issue or candidate. If they do, with the right message, they will surely win.

Thank you.
Mike Bustell
EVP International Demographics

- Michael Bustell
(10/12/2012 6:08:17 AM)   Flag as inappropriate content
could it be that we as an industry have nothing to offer? just sayin
- brian

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