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The Impact Of Political Paralysis on Radio



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(11/9/2012 8:38:59 AM)   Flag as inappropriate content
I have spent most of my 30+ year career moving between politics and radio, so I see this from both sides of the fence. Most political professionals believe that television works better than radio.

However, the future of political marketing involves tightly targeted niches. The Bush people started this trend in 2004, but used it mostly on direct mail. Obama's two campaigns have expanded the concept. They bought a lot of cable in the last cycle, buying shows that might have had low ratings, but which were extremely efficient at reaching the populations they needed to reach, while the Romney people and the Republicans spent their money the old-fashioned way...1000s of GRPs on mass buys...most of which was completely wasted.

I believe that radio should be in this game, because radio could do the same job as cable even more efficiently and with less cost, but radio does not know how to sell itself anymore, and it does not have the data tools to show campaigns how well it reaches small slices of the population like non-white single mothers who make less than $35k per year or Hispanic entrepreneurs. Nor does it really understand how to educate campaigns on how radio supplements television or direct mail.

- Bill
(11/9/2012 8:17:35 AM)   Flag as inappropriate content
Television, to the degree the candidate can afford it, gets at least some production values.
Over the years, I have voiced numerous radio ads for American candidates (non-accented, midwestern sound), and the copy I was compelled to read was beyond atrocious. There were no production values or imaginative approaches either - just insulting gibberish.
But then, that's how we roll on a day-to-day basis anyway.
Radio isn't losing its credibility, Eric. It's throwing it away.

- Ronald T. Robinson
(11/9/2012 7:04:56 AM)   Flag as inappropriate content
Corporate cutbacks, commision reductions and the fact that many companies in the radio industry do not treat their sales staff with respect or dignity have caused many good sellers to leave for greener pastures.
- Ted


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