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Radio Has Retreated From Marketing Itself



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(10/17/2012 9:27:04 PM)   Flag as inappropriate content
I'm sure Bruce is absolutely sincere and resolute in his praise and backing of his local creative people. Same goes for the leadership of stations here in Toronto (North America's fifth largest market), but still, the station-produced ads suck.. in about the 90 percentile. Some nifty ones will sneak through from time to time.
- Ronald T. Robinson
(10/17/2012 1:23:05 PM)   Flag as inappropriate content
We have a terrific production director at our radio group. And I agree it is vital!...But I was talking about marketing the stations, not the advertisers!...There are many really talented production directors in Boston at the local stations that we work with...Thanks for your comments!...bruce
- Bruce Mittman
(10/17/2012 1:23:05 PM)   Flag as inappropriate content
We have a terrific production director at our radio group. And I agree it is vital!...But I was talking about marketing the stations, not the advertisers!...There are many really talented production directors in Boston at the local stations that we work with...Thanks for your comments!...bruce
- Bruce Mittman
(10/16/2012 5:03:39 PM)   Flag as inappropriate content
Ever heard a station rep say "We aren't qualified or staffed to produce the kind of campaign you need, Mr. Advertiser. Maybe an agency or some other station is the way to go."...? Didn't think so.
- Ronald T. Robinson
(10/16/2012 11:28:38 AM)   Flag as inappropriate content
Lets play Wack-A-Rep. Stop characterizing radio reps as spot schlepping vermin. agencies don't want radio's help. once in a while you might find an agency who is open to an idea but for the most part advertising agencies are closed minded and controlled centered. agencies always have to have a bad guy, that's the game they play. agencies need to realize the resources they are over-looking in radio.
- Mr Radio
(10/16/2012 10:52:49 AM)   Flag as inappropriate content
From a Top 5 Market perspective, this is bogus. Top 5 Market sellers know there is no success without local direct accounts and nurturing that business. This may be true for the small brand, small market broadcast companies. Over here in the big leagues, this isn't a worry. If we only worked avails, we wouldn't have over 25% of our sellers making over 150k per year.
- Wiseguy
(10/16/2012 10:44:49 AM)   Flag as inappropriate content
Agree fully, Tony. However, when the rep shows up with "Wanna buy some spots?" they do so because a.) they have no consulting expertise on which they can consult and, b.) they have no spots that will do the job.

As to marketing the station: We already have "Playing the best music of all time - forty minutes - commercial-free." I mean, that's a description of advertiser heaven... is it not? What more could they possibly want?

- Ronald T. Robinson


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