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Why Radio Is Not Embraced By Advertisers

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(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
(12/11/2012 7:37:00 AM)   Flag as inappropriate content
How about we make Arbitron more accurate. Radio has allowed Arbitron to dictate ratings based on small samples...weighting on samples that fall short....basically sampling that would not meet any basic text book statistical formula.

This has resulted in falsehoods for years that leave advertisers asking questions and wondering about results oriented placement.

The radio industry must demand our ratings system is a measure leading to results

- Ed
(12/11/2012 7:16:45 AM)   Flag as inappropriate content
Eric has always been a passionate believer in radio and radio C-level executives would be well advised to heed his advice and gather the facts to build a story advertisers will buy.
And that story is not just for the nationals.In a study we conducted of 540 local businesses in three different sized markets, 82% of advertisers said they advertise to "increase sales" yet less than 10% of the radio presentations we see address how their proposals will increase obvious disconnect.
The study Eric is proposing would fullfil many purposes, from not only proving radio can move product, but to helping broadcasters understand what kinds of programming and what types of advertising actually engages audiences and moves product....sadly, many radio people don't understand HOW to create formats, promotions or campaigns, that do produce results and can't think past old reach and frequency models.
Admittedly, ongoing credible studies of the nature Eric proposes are a very costly investment in our future and most of the high-dollar CEO's can't see a future (or even a job) beyond this quarter's share holder results.
Eric made a comparison the comparison that advertisers buy advertising like they buy stocks...they choose the ones with proven returns.
Maybe we should invest in radio the same way good financial advisors would advise us to invest in stocks....think beyond quarterly results and invest for the long term!

- wayne ens
(12/10/2012 11:52:26 PM)   Flag as inappropriate content
Although corroborating, quality evidence that demonstrate the value of radio would be terrific, Eric, it's not in the cards. Not in the foreseeable future.

In the short term and like - the longer term, as well, we are stuck with telling our "Story".

The only problem there is that our "story" is not a tale where all the good little girls and boys get their toys and live happily ever after. No. Our story is more of a night - not unlike the kind brought about by an underdone potato.

To put it more bluntly: For the last 20 years and more, we have been pulling the pins on our grenades and failing to through the pineapple. Indeed, for that amount of time we have been blowing ourselves up.

Our "story" - to be a truthful one - would have to include the decimation and suppression of the very people who are supposed to be supplying the "magic" that radio can innately deliver. We no longer have strong talent across the board on the air and we no longer have the talent to produce the commercial content that drives customers to our clients.

More than that and as Melissa's fine article alludes: we have yet to appreciate the neurology of the access of our own medium. Nor have we developed the programs that will take advantage of the communicative distinctions that already exist in other fields that wopuld also be a significant improvement in radio.

We are scarecrows tied to a stake of our own making - immobile, non-adaptive and incapable of development. The result: We aren't impressing or scaring anybody.

Radio's business today is about getting away with the least possible services at the greatest possible price - all for the benefit of senior management and shareholders.

Even as "local" is being trumpeted as the radio panacea, thoughtful management understands, if not explicitly, the intuitively that this is another empty sack of hopes.

Our only opportunity to improve our lot is to improve our services. There is also a chance that any data pulled from whatever source may not hold the glad tidings so many of claim for our medium

I not only challenge, I defy anyone to demonstrate otherwise. Harsh... I know. But, these are the times we are experiencing.

- Ronald T. Robinson

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