Current Issue:

Coming Up July 28:
The 40 Most Powerful
People in Radio

Plus: The 2014 Lifetime Leadership Award

Click here to subscribe to Radio Ink.

Radio Ink Writers

User Feedback

Radio Inspires, Internet Informs

Add a Comment

(11/7/2013 11:07:51 AM)   Flag as inappropriate content
?: ????????????????????! ?: ?????????????????. ?: ?????????????????? ?: ???????????!!!
woolrich blizzard

- woolrich blizzard
(10/25/2013 8:55:55 AM)   Flag as inappropriate content
7nRuzX wow, awesome blog.Much thanks again. Cool.
- NY
(8/22/2013 8:48:52 AM)   Flag as inappropriate content
Re: "...your advertisers do not want their prospects to search for what they sell online because that search reveals all of the competitors who sell the same thing."

With these words you have encapsulated the radio industry's problem: We'll not serve what the consumer wants, but what we believe they should have.

Besides accountability, part of the "why" behind growing digital ad dollars is its offering options to consumer; such as showcasing a wide variety of product choice from little consumer effort. Failing to see this research/shopping-cycle change is but one reason why radio doesn't understand its stagnating revenue.

Intrusive media worked at a time when consumer media options were few. Impressions no longer carry that high of a value.

Where you are correct: "...SEO (Search Engine Optimization) social and mobile media worlds are changing so rapidly, it’s impossible for anyone to really claim to be a 'guru'..." However, that doesn't mean radio shouldn't increase knowledge in these disciplines - each are also causing radio problems.

- Ken Dardis
(8/21/2013 8:58:13 AM)   Flag as inappropriate content
This is important and well-articulated information, Wayne.
Unfortunately, the greatest majority of radio-folk and advertisers continue to treat radio as "newspaper-of-the-air" by attempting to present an overwhelming amount of information to an audience who has yet to be engaged (emotionally) by the product or the advertiser.

While the web pages of advertisers are, it could be argued, replacements for catalogues and print ads, they too are missing the same opportunity as we are.
The intenet, like radio, is an electronically delivered medium. As such the web is still contacting viewers/listeners at an emotional level first.
Indeed, they (web designers and advertisers) are missing the same opportunities to engage at an emotional level as we are.
Please avoid telling them as the web-crowd seem to be a lot more open to change than our gang. :)

- Ronald T. Robinson

Add a Comment