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The Legendary Al Ries: "Radio Playing Too Many Ads"



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(6/25/2012 1:43:49 PM)   Flag as inappropriate content
Over commercialization was not Al Ries' message! His only reference was to the extreme, i.e, the parade of lead-in spots to celebrity talk shows.

Besides, Cable TV is now stealing Network TV ad
$ despite "insufferable" over commercialization.

Bigger issue: Radio & print come into the discussion only as mediums advertisers can borrow money from to buy more Social Media.

In a forthcoming online RI story (RADIO 2012...
GIVE UP?) I explore Radio's #1 problem, and
what you can do to solve it.




- Dave Giff Gifford
(6/25/2012 1:40:39 PM)   Flag as inappropriate content
Friends of radio remember when radio was more friendly so to speak. 8 or nine minutes of ads per hour. F R E S H programming whether in music or talk. Accessible DJs and Talk Show hosts that made up a FUN listening environment.
Can we recreate that? Probably, so let's make today's Radio just that....

- Courtney R Thompson
(6/25/2012 1:34:48 PM)   Flag as inappropriate content
But---there are hundreds of small and medium market stations who "get it" and do it well.

And, they also limit their commercial load to a reasonable amount----but what they do air is largely local in scope.

AND---although if you asked 100 listeners if they "liked commercials" they would all say NO---they'd miss them if they weren't there---at least in the 10 or so markets I have worked in at stations that "got it".

- Davis Nathan
(6/25/2012 1:33:59 PM)   Flag as inappropriate content
But---there are hundreds of small and medium market stations who "get it" and do it well.

And, they also limit their commercial load to a reasonable amount----but what they do air is largely local in scope.

AND---although if you asked 100 listeners if they "liked commercials" they would all say NO---they'd miss them if they weren't there---at least in the 10 or so markets I have worked in at stations that "got it".

- Davis Nathan
(6/25/2012 1:29:25 PM)   Flag as inappropriate content
This is disturbing and ---essentially---wrong. If a station makes an effort to have good air people who ENGAGE the audience, local commercials talking about LOCAL businesses selling products to LOCAL consumers, PSA's about LOCAL activities, etc.----they will have a station that CONNECTS the audience to the community----and that is something that NO other media can do as well as local radio. Perhaps the big companies in the mega-markets have missed the boat on this.
- Davis Nathan
(6/25/2012 12:42:48 PM)   Flag as inappropriate content
I've been saying the same thing for years. How can you expect someone to sit thru a 5 minute commercial break? Especially talk radio floating breaks where you may have 2 minutes national spots followed by 3 minutes local spots. At the ripe old age of 52 I was an avid radio listener, listening to 5+ hours a day until about 3 years ago when I just couldn't take it anymore. Now I'm XM/Sirius for music, and I record talk and play it back without spots.

As to the comparison with TV... no comparison because I, like many folks, DVR everything we watch and never have commercials.

- Chuck
(6/25/2012 11:04:58 AM)   Flag as inappropriate content
Radio sometimes reminds me of my wife's father who is in a hospice and being kept alive by technology. The upside, if one can call it that, is that so long as the man stays alive, the pension monies keep rolling in.
- Ronald T. Robinson


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