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(12/10/2012 3:32:59 PM)   Flag as inappropriate content
I think Charlie has unearthed onlines dirty little secret here, one that will be difficult for medium to overcome in the near term:

"For an advertiser, the real difference between social media and radio, besides radio’s huge audience advantage, is people HATE ads on social media"

Listeners have been programmed to tolerate (or maybe even 'like') advertising messages on radio for nearly a century. Who do you know that has any reaction besides loathing when confronted by pop ups?

- Brew
(12/9/2012 3:22:43 PM)   Flag as inappropriate content
In addition to "Social Media", Radio is also
"Mobile Media"!

Giff

- DAVE "Giff" Gifford
(12/8/2012 2:56:01 PM)   Flag as inappropriate content
My writing partner was just one of those guys, mike.
Today he is delivering morning newspapers in the dead of winter from an old beater jalopy.

The guy was a huge talent and a sweet fella, but the day came when the station (part of a conglomerate) decided he was making too much dough and replaced him with a junior hack who would fall back on "...for all your _____needs...".

There lies more evidence of the thugs and scoundrels railroading this business right over a cliff.

- Ronald T. Robinson
(12/7/2012 3:47:07 PM)   Flag as inappropriate content
I saw a station in Nebraska advertising for a Continuity Director today. I didn't know radio stations still had those but the truly good ones are indispensible.

While I agree with Ronald that listeners "tolerate" spots more than look forward to them, the "just tolerating this" to "I actually enjoyed that - oh and who was that store again?" scale moves more toward the enjoyment side when spots are entertaining and memorable.

I have worked for a lot of radio stations in over 40 years. In all that time I worked with ONE genuinely talented copywriter, whose material was a joy to produce, was fun to listen to, and still actually sold the product.

Trouble is radio can't or won't pay these people enough. But this guy's work increased the "fun factor" of the station and that is golden.

- radiomike
(12/6/2012 6:34:20 PM)   Flag as inappropriate content
I don't know if "Upers" are allowed to haul on the holy weed, but yes, "tolerate" is the case. We could add: "or not" to the possibilities, as well.

But, that is the goal - to create spots that are not only influential but become a treasured part of Programming. ("That station plays some great freakin' spots, man. Doob?")

- Ronald T. Robinson
(12/6/2012 4:29:58 PM)   Flag as inappropriate content
I agree with a lot of what Charlie says -- most of it, in fact -- but if he truly believes that listeners "welcome" spots on the radio, I'd like some of what he's smoking.

Listeners TOLERATE spots. If all things are equal, the lower spotload station will win.

Radio works, no question. But telling flat-out mistruths like "radio listeners like commercials" when we all know better weakens our position just as much, because it costs us our integrity.

- Jacques
(12/6/2012 1:01:41 PM)   Flag as inappropriate content
Sick 'em, Charlie!

One more thing:

RADIO IS SOCIAL MEDIA!

Dave "Giff" Gifford

- Dave "Giff" Gifford

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