Category: Advertising

Is it Time to Stop Owning a Word?
07/25

Is it Time to Stop “Owning a Word”?

Back in the day, Ries & Trout galvanized broadcasters by preaching the power of the "word." Own one, they advised.  Just one.This played well with a broadcasting audience for obvious reasons - we were and largely are in the audio business, and messaging in that business continues to be driven by words (I happen to think it should be driven more by sounds, but that's a topic for another post).CUT TO: PRESENT DAYRies & Trout begat Ries & Ries, helmed by Al Ries's daughter Laura.  And Laura's new book, Visual Hammer.Her pitch: Al and I have been preaching about the … [Read more...]

IMG_0545
07/10

Is Radio Asking the Wrong Questions?

One of my clients is a local media company with assets in broadcast, digital, and print.  It is what used to be called a "newspaper" company. And the differences between the conversations that happen in those halls and the ones that happen in many broadcast company conference rooms are stark.In the "newspaper" company hallways, almost every conversation I have is about new ways to create, deliver, and extract value for the benefit of customers and clients - business model conversations.In the "radio" hallways, almost every conversation is about Arbitron ratings.Ironically, the … [Read more...]

crackaddict
07/02

PPM and Agency: Crack meet Addict

Recently I heard a story of a station in a large market whose ratings have skyrocketed recently.  What sort of genius programming is responsible for this? The kind that lucks out with two PPM panelists in one household who are new to the ratings panel.Long may they live.But this can be monetized, to be sure.  And in a world where much more than half of a station's revenue comes from agency dollars earmarked for nothing smarter than the lowest cost-per-thousand, you can hear the "ka-ching" already.Let's ignore the fact that those media pies are shrinking - crowded by more ways to … [Read more...]

Do or Die cover
06/21

Razorfish’s Clark Kokich – Radio must “Do or Die” – Part 2

This is part two of one of the most important interviews you will watch, read, or listen to this year. Clark Kokich is the chairman of Razorfish, the well-known international digital agency. He is also the author of a fabulous new book called Do or Die. Clark is at the forefront of the digital revolution and his perspective on the direction of advertising and marketing will have huge sway over radio’s future. Read this. And share it with your peers.What follows is an abbreviated transcript of our chat....Part 2...What’s the best way for someone in the media business who wants to put … [Read more...]

Clark-Kokich-color-1200x800
06/20

Razorfish’s Clark Kokich: Radio must “Do or Die” – Part 1

This is one of the most important interviews you will watch, read, or listen to this year.Clark Kokich is the chairman of Razorfish, the well-known international digital agency. He is also the author of a fabulous new book called Do or Die. Clark is at the forefront of the digital revolution and his perspective on the direction of advertising and marketing will have huge sway over radio’s future. Watch this. And share it with your peers.Watch:[iframe http://player.vimeo.com/video/43642423?title=0&byline=0&portrait=0 500 281]Prefer audio?  Try this:Download … [Read more...]

time vs ad spend
06/17

Radio’s Mobile Challenge

I think most broadcasters are thinking about mobile all wrong.  The thinking goes like this: "We need a dedicated mobile app for our station!"Or..."We need to get our stations on mobile apps that already exist, like Tunein or IHeartRadio!"Both of these are wrong (or at least vastly insufficient) for the same reason:  They are about you, while mobile is about the consumer - her problems, needs, and interests - and the advertiser - who wants more than reach in a world where you can connect so much more meaningfully.Richard Ting lays out the upside for mobile in this piece.At … [Read more...]

kevin smith
06/11

A Podcast is an Ad for Everything Else we Do

I'm on vacation this week, so my posts will be sparer and pithier than usual (I can already hear some of you mutter "good news!").  But this one I couldn't resist....Filmmaker and celebrity podcaster Kevin Smith in USA Today: Podcasting doesn't pay the bills, directly"Stuff comes out of it. The podcast itself is like an advertisement for everything else we do." This is almost exactly the same thing Adam Carolla told me about his celebrity podcast.  And it's much the same thing that Gary Vaynerchuk told me about his online videos.In the world of these upstarts (the world we all … [Read more...]

sethgodinphoto
05/31

Seth Godin on the Evolution from Advertising to Marketing

The following is transcribed from the Copyblogger podcast “Internet Marketing for Smart People Radio,” hosted by Robert Bruce.It’s an interview Robert conducted with marketing guru and author Seth Godin.Seth is almost universally known (and has been interviewed several times for this blog), and he never ceases to nail exactly the issues that matter most to an audience of broadcasters.That’s why I transcribed this Q&A, and it’s why I am sharing the key portions of it with you now. It’s long, and it’s extraordinarily worthwhile.It should inspire a conversation in your office … [Read more...]

* = required field