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Why Radio Is Not Embraced By Advertisers



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(12/11/2012 1:28:12 PM)   Flag as inappropriate content
Radio cannot live by "reach" alone! Advertisers want results. They want radio listeners (consumers) to buy their product and/or service and unless their radio message can touch the listener emotionally or allow the listener to identify with the message, then radio will continue to "go in one ear and out the other" with no apparent definable results. Give the advertiser /agency results by helping their message creatively reach the audience, STICK with the listener, and motivate the listener to use that product or service, then RADIO may become a more effective medium and, indeed, embracable. It's not the messenger...it's the message! Consider it!
- Sandy Orkin
(12/11/2012 11:17:19 AM)   Flag as inappropriate content
Nothing makes my blood boil more than this topic! Econometrics have become the buzz word for, “I don’t want to do my homework.” By admission of this article, most of these ad agencies don’t “know” our business, nor do they want to. Last time I checked the United States Government uses “our” medium as the backbone for the nations “first alert” process. Viable enough for the safety of Americans, but not for advertisers. I smell a rat.
- George Feola
(12/11/2012 11:16:02 AM)   Flag as inappropriate content
Nothing makes my blood boil more than this topic! Econometrics have become the buzz word for, “I don’t want to do my homework.” By admission of this article, most of these ad agencies don’t “know” our business, nor do they want to. Last time I checked the United States Government uses “our” medium as the backbone for the nations “first alert” process. Viable enough for the safety of Americans, but not for advertisers. I smell a rat.
- George Feola
(12/11/2012 10:00:16 AM)   Flag as inappropriate content
Ed, with due respect: it's making our medium ratings centric that is the problem. The age old example still exists that if I run a light schedule on a weak station promising $100 to the first 100 people who show up on Sat Morning - I will be out $10K in a short amount of time. Reach is not the issue. Ideas, copy and storytelling are what move the masses ... or a hundred dollar bill.
- Bob Walker
(12/11/2012 9:21:29 AM)   Flag as inappropriate content
Rhetorical questions:

1. Could this have something to do with too many radio companies being represented by the lone (Clear Channel-owned) company?
http://www.mediapost.com/publications/article/93385/interep-closes-rival-katz-only-national-radio-rep.html#axzz2EkiqnFrT

2. Would it be wise if you're not owned by Clear Channel to get some competitive help, like Kay Olin? http://www.localfocusllc.com/

3. Consolidation may have saved some "cost of sales" dollars, but could it be THE problem?

- Jaye Albright
(12/11/2012 9:03:14 AM)   Flag as inappropriate content
Advertisers must have software that tracks ROI. This all sounds like great advice but we must provide or sell to advertisers programs that track leads and secondarily all employees must be trained on how to find out where that business/lead came from.
- Janpam
(12/11/2012 8:54:10 AM)   Flag as inappropriate content
How is TV proving their ROI for these big agencies?
- #1


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