Current Issue:

Current Issue
On The Cover:
Jay Stevens

Plus: Radio's African American
Future Leaders

Click here to subscribe to Radio Ink.

Radio Ink Writers

User Feedback

Why Radio Is Not Embraced By Advertisers

Add a Comment

(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
(10/23/2013 2:06:33 PM)   Flag as inappropriate content
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
(12/13/2012 6:44:28 AM)   Flag as inappropriate content
Gosh willikers, Brian. I thought I was alone out here. Indeed, the potential for this medium is even greater than anything any of us - including the old-timers - have even dreamed.

But, as sold research demonstrates - it's hard to follow a dream with one's head up one's ass... or somebody else's.

- Ronald T. Robinson
(12/12/2012 4:01:14 AM)   Flag as inappropriate content
" is no longer on the radar of many advertisers -- it's not even part of the discussion." That says it all. When advertisers were aware of radio -- when it was an ingrained part of their lives -- they had no trouble investing. We've all known for decades that advertisers tend to spend on the entertainment they themselves engage in. Radio is no longer engaging them. Why? Bottom line -- this is not a sales problem. It is a product problem.
- Brian Jackson

Add a Comment