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- NY
(12/13/2012 10:47:10 AM)   Flag as inappropriate content
Quite so, Melissa. I had the pleasure of editing and voicing the radio spots for, what started out as, a two-store sporting goods company for 27 years. In that time we grew to be Canada's largest and most profitable sporting goods retailer (Sportchek).

The business was sold; the new owners dropped radio (and me) and sales dropped by 30%. They never fully recovered either.

It's an example of the kind of story that can be generated by influential and sometimes entertaining radio spot-buys.

- Ronald T. Robinson
(12/12/2012 12:28:18 PM)   Flag as inappropriate content

Let's not confuse measurable with effectiveness. Radio can demonstrate brand growth in every market for 90 plus years. Wheaties is the first example and I am sure in every town and big city there is a story about a small business that started on radio and is now is iconic in that area. Portland has those stories a car dealer, a roofing company, a county fair....This is why getting our strategy and story straight is so important..lead the pack don't chase the tail of modern groupthink.


- Melissa Kunde
(12/12/2012 10:49:44 AM)   Flag as inappropriate content
To be sure, Marie, radio could use some quality data. But.... it ain't forthcoming - not the kind advertisers are getting from online and not this quarter.

Our job is to start producing commercial content that can move minds and bodies... to the de-partment store over yonder.

- Ronald T. Robinson
(12/11/2012 5:47:54 PM)   Flag as inappropriate content
Excellent article, BUT we still need a key component from an advertiser's perspective: Effective metrics to measure ROI,
- Marie T.
(12/10/2012 1:38:01 PM)   Flag as inappropriate content
Great article, Melissa and I could not agree more with your position! Also, Tim Miles is an excellent choice for anyone trying to move prospects/customers through the Communication Process/Buying Funnel on the value of telling great stories and radio as a powerful vehicle to deliver them. The Mind truly does work by EAR!
- John Zimmer


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