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Who is Going to Tell Radio's Story?



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(12/4/2012 10:04:34 PM)   Flag as inappropriate content
The radio product is flawed...FACT:When stations run cluster breaks of 8 to 12 commercials in a row, THE AUDIENCE TURNS OFF THE STATION. So advertisers in these cluster breaks are cheated- THEY DO NOT RECEIVE THE AUDIENCE THEY THINK THEY ARE GETTING. Station ownership and management allow this. And then they whine, about not getting more dollars. Well, in ANY business, long term...you cannot screw your customers, and still increase your total business.
- Bob
(12/4/2012 8:37:09 PM)   Flag as inappropriate content
Lets say you'e sold out.
Do you raise the rates? No... you add more inventory.
Listener gets pissed.... Advertiser
gets jammed....and radio revenue
doesn't grow.

Supply and demand equals higher profits.
Get it?

Bob VanDerheyden

- Bob VanDerheyden
(12/4/2012 7:37:40 PM)   Flag as inappropriate content
Sales training is never a bad idea, especially in radio. This, since we have so little left to sell.

The vast majority of stations couldn't design and execute a series of varied and successful advertising campaigns on a dare or a bet.

To squire a client through the Creative Department is to introduce them to "Madge" or "Gary". But, not both.

C'mon, boys and girls... it really is well past time to snap out of it, admit to our crippling, self-induced deficiencies and to take action to correct the situation.

- Ronald T. Robinson
(12/4/2012 4:17:33 PM)   Flag as inappropriate content
Do you know how many "radio stories" I've been through after four decades in the business? Radio will never have a unified story. The radio industry "eats its own." Until and unless there are major changes at the top it will never happen.The industry has a long history of using valuable resources to solve the wrong problems. Tell me how digital radio has moved the revenue needle forward? Just because you have a "big" audience doesn't mean you're an effective advertising medium.








- Dennis Collins
(12/4/2012 4:02:43 PM)   Flag as inappropriate content
I agree, good training of sales reps is key. They face so many competitive influences today, that they are often pulled off their game. A radio sales rep is required to be all things to the advertiser/client/agency, but they often miss the fact that radio delivers tangible, measurable, repeatable results time and again. Radio stations need to do is work together to serve the advertiser, as opposed to working to serve themselves exclusively.
- Jamie Moffat
(12/4/2012 3:09:25 PM)   Flag as inappropriate content
Question: Who has the most to gain ($35B) by telling Radio's story?

Answer: Radio owner's, investors, CEO's, etc.

If RADIO INK is serious about sourcing the real
problem, then starting with Bob Pittman I suggest RI conduct a survey of the top 50 billing radio companies, asking the CEO's of said companies to provide the industry (including radio specialists on Wall Street) the percentages of annual gross sales their companies invested in sales training in 2012.





- Dave "Giff" Gifford
(12/4/2012 12:40:19 PM)   Flag as inappropriate content
I'm sure Walter's anecdote is accurate. It certainly is well-taken. However, even though most of us are aware of the spectacular potential of radio advertising, the reality of the possibilities of exploiting those potentials being drastically chopped are also obvious. At least, I would only hope so...
- Ronald T. Robinson


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