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Radio Has Retreated From Marketing Itself



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(10/16/2012 9:54:54 AM)   Flag as inappropriate content
Someone once said that radio is in the business of moving products off our clients' shelves. Ratings and great content aside, that's 100% accurate.

Radio sellers are more concerned about submitting the order and getting to the next avail. Once the client is on the air, most AEs stop paying attention.

What they should be doing is worrying about the creativity and effectiveness of the campaign they just sold.

Consultative selling, not order taking, will reduce churn and increase revenue.

- Tony Florentino
(10/16/2012 9:33:18 AM)   Flag as inappropriate content
I would have to agree. For the wealth of creative talent Rado possess, we do a terrible job of promoting ourselves in every aspect. It seems we are more concerned about promoting corporations and the next big thing rather than the power of radio and it's continued effectiveness.
- Kosta Panidis
(10/16/2012 8:06:53 AM)   Flag as inappropriate content
Does he mean mean that "Slogan" Hogans cute phrases and weekly new corporate catch phrases aren't enought?

No way!!!

What could this guy be thinking anyway??

- agree100%
(10/16/2012 7:30:52 AM)   Flag as inappropriate content
Bruce has been around the block a few times. He owns a successful ad agency. They produce commercial content.
Yet, at no time in his comments did he mention the necessity for improving the in-house production of the ads he runs on his own stations.
I have to wonder if the ads that are produced on the local radio station would stack up against the ones produced on the agency side. But, I don't have to wonder all that much.

- Ronald T. Robinson


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