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(AUDIO) What is Radio's Sales Problem?



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(12/28/2012 12:05:45 AM)   Flag as inappropriate content
Gif gets's it right.It is about identifying needs and finding advertising solutions. Radio is one solution. Today we have access to many other solutions that can contribute to our radio stations revenue stream.
Ideas create new accounts but the only ideas that really count are the ones that turn an account into a long term marketing partner.
Dean of Portland Radio.

- Terry Dean
(12/27/2012 11:47:32 AM)   Flag as inappropriate content
I've grown a deep respect for Gif, based on his passion for selling radio. Matt Sunshine and CSS Center I'm not familiar with. Both, though, along with the interviewer may be showing what radio's sales problem is; in over 30 minutes, the word "accountability" was not used.

Ad buying is changed, with growing emphasis on providing ROI. That term was used once in this discussion (19:05), in a sentence with the word "relationships." Relationships was highlighted from there. ROI, ignored.

Learning to sell is important. Offering solutions is too. But more ad buying is done today on a "show me data that says your media is an efficient use of my money." Radio has taken no step in satisfying this request - and that is radio's main sales problem.

- Ken Dardis
(12/27/2012 10:20:52 AM)   Flag as inappropriate content
"Brazil: Tests Tech Before Implementation"

"After extensive testing of both HD Radio and DRM, the Secretary of the Ministry of Communications Electronic Communications, Genildo Lins, said the tests of the two technologies have had poor results,"

http://www.engineeringradio.us/blog/2012/12/brazil-the-place-where-they-test-tech-before-it-is-implemented/

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(11/13/2012 7:17:15 PM)   Flag as inappropriate content
Have you listened to radio lately?

As Adam Savage of Mythbusters is wont to say "There's your problem."

- Steve
(11/12/2012 9:57:00 PM)   Flag as inappropriate content
It gets worse, friends. We are no longer in a position to produce the necessary quality of commercials it will take to impact and influence an audience.
The argument can be made we never were in that position because of a lack of understanding of how the medium actually works.

In other words, even if the sales departments could get their own acts together, they will still be hitting the streets with empty sacks of "air time" rather than a bag of "solutions".

- Ronald T. Robinson
(11/12/2012 11:07:46 AM)   Flag as inappropriate content
YES THEY DO. As an agency, I'm shocked how bad Radio is compared to Television, Cable and everything Digital. It's all about beating the other Radio stations. Help you by taking me to lunch? It's time Radio grew up.
- dave presher
(11/12/2012 9:55:15 AM)   Flag as inappropriate content

stop doing the paperwork.
train, sell, produce.
dont do ANY paperwork.
produce results.
hire a paperwork person when you get 3 months behind and are producing 3 months ahead.


- conman


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