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Why Radio Is Not Embraced By Advertisers

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(9/10/2015 1:08:03 PM)   Flag as inappropriate content
I have heard of these same issues explained to me by advertisers. They lay the blame to the ambiguous reports produced by the current "media monitoring" services. They have told me that my solution seen at yields precision clearance information that is advertiser specific and thus allows them to calc their ROI.
- Rick Rowland
(6/30/2015 8:40:27 AM)   Flag as inappropriate content
PaafsM Thanks for the article.Really looking forward to read more. Really Cool.
- NY
(1/31/2014 4:55:34 PM)   Flag as inappropriate content
oPAMNG Very informative article post.Really looking forward to read more. Fantastic.
- NY
(1/9/2014 12:21:24 AM)   Flag as inappropriate content
CX2TfQ Thanks a lot for the post.Really looking forward to read more. Really Great.
- NY
(12/14/2013 1:05:08 PM)   Flag as inappropriate content
eZNa2f I cannot thank you enough for the blog.
- NY
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yR32ce Im thankful for the blog. Really Great.
- NY
(12/17/2012 4:28:45 PM)   Flag as inappropriate content
I don’t understand how gravity works – but it does - doesn’t it?

It sounds like as an industry – we need to do a better job of educating buyers on how radio works. If there are better tools for R.O.I. measurement –(that the other guys are “laser-focused” on) --- by all means share! That discovery might finally allow us as an industry to charge what our product is really worth! The best advertising medium to influence buying decisions in America today is still – RADIO!

One of the sharpest retailers I ever had the good fortune to know – taught me plenty about “R.O.I.” (he was a retailing genius). Ken - tracked everything – before he started any advertising campaign he already knew exactly how many people were walking in to each of his stores, how many people made it to the cash register, his total sales, the average ticket, the weather, holiday impact and day of the week. He kept track of everything – (and this was before computers) so that when he added advertising (which always promoted “bona-fide offers-with deadlines” not just “image ads”) his goal was to improve those numbers. He tracked the impact it had – he watched his store traffic counts, and most importantly he compared his sales against previous months, quarters and years – he knew exactly what worked and what didn’t!

Radio Still Works –and in three easy steps- Step 1: Develop a Strategy Step 2: Create a Strategy Focused Message and … Step 3: Run it with adequate Consistency and Frequency – so you cut through the clutter! The good news is – Radio is still the most cost efficient medium when it comes to delivering buyers through consistency and frequency! If you have 15 minutes …just ask -Geico, or Home Depot, Wal-Mart, AT&T, McDonald’s and thousands of other national and local brands who have spent billions on Radio. What secrets do these advertisers know that your panelists don’t?

Education is the answer!

As to your question - “So why is radio not getting its fair share of ad dollars nationwide?”– That has to do with competition … remember - supply and demand? – There are some 14,728 radio stations, 1,774 television stations and roughly 1,400 daily newspapers. We drive our rates lower because agencies pit us against one another – and don’t value our brand – “RADIO”!



Bob DeFelice
Sunrise Broadcasting

- Bob DeFelice

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