The Legendary Al Ries: "Radio Playing Too Many Ads"
It's something we've written about many times but seems to fall on deaf ears inside the radio beltway. Here's one person who hears it loud and clear and has some serious advice for broadcasters. Buzz Knight, on assignment to Radio Ink, picked up an interview with legendary marketing genius Al Ries, the author of "Focus" and "The 22 Immutable Laws of Branding," among other best sellers. Ries, who is all about branding, tells Knight, "I am seriously concerned about radio." He says the number of ads radio plays is not good for advertisers. "I don't see how you can run so many commercials and expect to cut through. It doesn't make any sense." Ries ran an advertising agency in New York for nearly 30 years and now consults with his daughter Laura. Ries also tells Knight radio needs to do a better job getting its message out. Something we've heard many times before.
Listen or download the Buzz Knight/Al Ries interview HERE
Check out the Ries & Ries website HERE
Buzz Knight is the Vice President of Program Development for Greater Media and he can be reached at firstname.lastname@example.org.
(7/1/2012 11:19:26 AM) |
Two words: Well, duh!
(6/28/2012 4:05:54 PM) |
Radio is the "original" social media - which means engaging the listeners as friends and deeming their attention to the station as a great value. Five-minute commercial sets are not engaging, and in fact, deter TSL and fan loyalty. Radio must maximize profits with minimized inventory, and seek a more diversified path of sell-able assets (web - digital - social media - special events, etc.) We have to get over trying to get the "easy" buck at the expense of the listener.
|- Ken Hammock|
(6/26/2012 11:35:41 AM) |
Branding with the listener is one thing, and we can argue that point forever. Branding with the ad community is where I see big trouble. we have too much invenory, and have created our own monster with various Remnant Invenory companies that we need to put out of business. All we are doing is sending a the wrong message to advetisers that there is no sense of urgency to book radio first, and that will never create the proper demand on inventory that will raise our values.
|- Ed Krampf|
(6/25/2012 6:35:27 PM) |
Maybe it does need to be said. A lot of these guys are not professionals. They are in it only for the money they can grab... today.
|- Ronald T. Robinson|
(6/25/2012 6:13:50 PM) |
A lot of the problem comes from radio station owners/GMs who are business people, not "radio" people. They see every single commercial availability that goes by unfilled as money left on the table.
If they aren't filling 12 minutes per hour (or more) entirely with commercials, they liken it to a grocery store having to throw out fruit that has gone bad. They'd rather oversell the station at 25 cents a spot than risk a day with unsold inventory.
They don't care about "damaging the brand."
|- Buzzy Pomona|
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