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Consolidation is Killing the Radio Business

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(1/2/2013 10:04:06 AM)   Flag as inappropriate content
Well, DUH...
- Scott Gilbert
(1/2/2013 9:12:03 AM)   Flag as inappropriate content
When consolidation came to my market, I scratched my head as the corporate bigwigs scaled down the numbers of sales reps. As ad revenues declined, due to less sales reps making less sales calls, the bigwigs took the knife to programming.

As a morning show host, I could walk down the hall and see 3 of my other morning show competitors. Since we all worked for the same bigwig company in the same building, the thrill of actually winning a ratings battle was diminished.

Sales reps continued to choose the path of least resistance and became order takers instead of actually creating a successful ad campaign for the advertisers. So, in time, ad revenues would drop or remain steady and then....out comes the knife.

I was cut in April 2007. So, I formed by own company and bought a 1 kw AM station 6 months later. I'm not knocking 'em dead, but I'm still hanging on.

The secret to my success applies to corporate radio, too. Have a good product, knock on more doors and do whatever it takes to create value for your advertisers.

It ain't rocket science, it's radio! Main Street will never need rocket science, but radio?...Hhhmmmmm....Make it work or you're out of work.

- Jack Murphy
(1/2/2013 8:13:53 AM)   Flag as inappropriate content
Please don't tell me you just realized this. Unfortunately, everyone was licking their chops over how much money they were going to make when consolidation got started. We all forgot what it was going to look like today 20 years later.
- Alan Fendrich
(1/2/2013 7:41:37 AM)   Flag as inappropriate content
All radio, like politics, is local.

Only with radio, people vote with their dials and advertisers with their dollars.

- Dick Taylor
(1/2/2013 7:08:00 AM)   Flag as inappropriate content
Only corporate management and other delusional individuals would argue against Mr. Levine's position on the damage done by the consolidators and their minion clones.

However, sticking "live", warm buns back behind the microphones at the local level still won't do the trick.

For radio to re-engage audiences and advertisers will require a great deal more skills from those "live" communicators and the writer/producers of the advertising content.

Otherwise, all we would have accomplished is the reinstatement of higher overheads with a minimal chance of enjoying higher ROI's. Still, Ed's suggestions could be considered as an improvement... of a kind.

- Ronald T. Robinson
(1/2/2013 6:29:59 AM)   Flag as inappropriate content
Great Message! Anyone who loves Radio is applauding...and hopefully taking action.
- Dick Robinson

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