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Clear Channel Helps Radio Tell Story



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(2/12/2013 3:21:35 PM)   Flag as inappropriate content
To all blind TV advocates: Conventional wisdom is a tired tactic in suggesting that Radio, which has thrived despite the surge and then fragmentation of TV, has reached its limitations. Technology has propelled Radio to be able to do more, particularly with the extension of radio brands and personalities in social media, as well as provide options for listeners to create their own digital radio stations. By contrast, technology has gotten in the way of TV, with DVRs creating such a stir that networks have had to fight the argument that their audiences have disappeared.

Deflecting the point that Radio REACH can be good for a client by pointing to old arguments against Radio AT ALL suggests archaic methods of selling TV are in place. It's hard to accept that's the case.

It's interesting that the point of the article--illustrating the concept of a client's ability to extend REACH to a larger audience by varying their media spend--can only be argued with faint points that don't argue Radio's ability to provide great reach.

EVERY medium has its benefits, challenges, supporters, and detractors. Most of the time, a medium's detractors tend to have a background in another medium and--as evidenced--a problem with "yet another" position that suggests that their medium isn't the salvation it used to be. Or should be. Or believe one day, somehow, will be.

I have clients who find great ROI when combining various media. Sometimes Radio and/or TV are part of this successful recipe, sometimes not. In any case, ignoring any competitive medium's strengths is underestimating a competitor's ability to build a client's business in a dynamic way. And that's not the way to win. Ever.

- Terry King
(2/12/2013 3:12:25 PM)   Flag as inappropriate content
In fairness, we all have stories about how radio has had explosives results. Further, most of us have an intuition that radio can be a devastatingly effective medium.
However, we have gone out of our ways to gut the very factors that provide the messaging necessary to accomplish those goals - the on-air and writing talent.
Today, we are left with not much more than... potential.

- Ronald T. Robinson
(2/12/2013 2:58:42 PM)   Flag as inappropriate content
We could also get together, hold hands and belt out a rousing chorus of "Home On The Range". ("....where never is heard a discouraging....")
But, it won't address our self-inflicted issues - the ones that keep the advertisers away.

- Ronald T. Robinson
(2/12/2013 1:46:27 PM)   Flag as inappropriate content
Does the reaction to the story seem a little counterintuitive to the concept behind the exercise... to improve radio's self-image a bit so that others will see the glimmer in our eye and feel good about doing business with us again? I myself am feelin' pretty good today. Make your day great!
- Ford Michaels
(2/12/2013 11:29:31 AM)   Flag as inappropriate content
Those who are excited by this material might be accused of hoping for a salvation from an outside source - a faith-based initiative.

One need only be forced to face the wholesale denigration of our own commercial production responsibilities and opportunities to realize how inadequate those products and services really are, particularly when compared to others in mainstream media.

The responsibility to vastly improve our commercial production processes is ours. While we may behave as if this wasn't a factor, the consequences we are experiencing on a daily basis demonstrate otherwise.

Even with this newly concocted, whizz-bang material in hand, we will still be whistling past the graveyard.

- Ronald T. Robinson
(2/12/2013 11:01:55 AM)   Flag as inappropriate content
We in Radio are our own worst enemies! CC studies what happens when "a sliver of TV budget is reallocated to Radio." What happens when 100% gets reallocated to Radio?!? Study THAT! Studying 15% of the TV budget going to Radio virtually guarantees that Radio will remain the tallest Pygmy in the advertising world!
- Charlie Ferguson
(2/12/2013 10:46:09 AM)   Flag as inappropriate content
This study is relevant for big clients buying significant TV. But where is the ammo to address local direct clients who are not on TV?...Where is the ROI criteria for local advertisers on radio?...And if an advertiser perceives success with TV and/or cable TV, why would they cut that spending and put it on radio, especially if radio cannot show an ROI? This study fails to address the core problems.
- Bob M


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