For what seems like years now, Entercom CEO David Field has said radio is undervalued. He’s never bought into the radio naysayers who say that flat revenue is the new up. He’s consistently stated that radio is the most undervalued and least disrupted media. And he has always said you can reach more people, get better results for far less money, using radio, and “we should act like it.” David Field is doing more than just talking the talk.
Field likes to use the phrase “Radio is punching below its weight.” So now, with a much larger company thanks to the merger with CBS, Field is using his new platform to promote both Entercom and the radio industry by advertising in publications he knows are read by big advertisers and marketers.
On Monday, Entercom launched a two-week pro-radio advertising campaign that will run in several national publications. Chief Marketing Officer Ruth Gaviria announced the campaign to Entercom employees and says the campaign will begin with a multi-page advertising spread about the power of Entercom and radio in Ad Age. It’s called “A Marketer’s Guide to Radio” and includes charts from Nielsen and Edison Research, and a Q&A with Field about the power of radio. Over the next two weeks, the company will also advertise in AdWeek, Variety, The Hollywood Reporter, Billboard, and Broadcasting & Cable in addition to a digital campaign on NYTimes.com and WSJ.com.
Many radio companies use their own radio stations to promote the power of radio. There’s obviously nothing wrong with that, however, those ads are typically placed in dayparts with fewer listeners, such as overnights. You have to wonder how many big advertising decision-makers are listening to radio from midnight to 6 a.m. What Entercom is doing is different. Finally!
Field has said he’s going to use his bigger platform to push harder for more ad dollars, not only for Entercom, but to lift up the entire radio industry. It didn’t take him long to put his plan into motion. When was the last time a major radio group spent real advertising dollars promoting radio to big advertisers? There are only two questions that remain: 1) Will any other radio groups do the same? 2) Will advertisers buy his pitch?