Category: Advertising

Seth-Godin-Head
01/24

Seth Godin says Radio’s “Asset of the Future” is…

...not clicks or likes or views - it's how many people want to hear from you tomorrow. From Seth: What all your local advertisers want is a connection to local people who want to hear from them. So your job is not to leverage FCC spectrum...your job is to find and nurture a connection with individuals in your community. If you know by zip code who wants to hear from you, and you earn the privilege of talking to the right people in the right way, there will be a line out the door of local advertisers who want to do business with you. [iframe … [Read more...]

cliff
10/25

Beware the “Commercial Cliff”

The spot load on some radio stations continues to swell.  But how much is too much?  At what point will audiences and advertisers decide to take their listening and their business, respectively, elsewhere? A cautionary tale is as close as the nearest cable box. From Broadcasting & Cable: Viacom has come under fire lately for cluttering some of its channels with extra commercials in order to make up for advertising revenue shortfalls caused by lower ratings. But one little-noticed effect of squeezing in more ads is that networks such as TV Land and Nick at Nite are actually running … [Read more...]

buzzboard
10/18

How to Make Local Digital Sales More Effective

Local radio is now, more than ever, in the local media business. And that means not just selling spots or selling digital ideas that live around those spots.  It also means helping your current and potential clients create better media themselves and compete more effectively in the digital space your radio brand doesn't own. But how to do that effectively and efficiently? That's where BuzzBoard comes in. BuzzBoard is a complete digital presence analysis platform that enables reps to sell smarter. Reps can use it to easily pinpoint under-performing aspects of their customers’ web … [Read more...]

radiofuture_post
09/27

TV’s Digital Lessons for Radio

Edison Research recently showcased some buyer interviews arguing, among other things, that radio’s digital-only doo-dads are less than compelling to many buyers and that what they really want is an integrated approach across platforms built around fresh ideas. So what’s best, digital-only or integrated? Don’t get lost in this “either/or” – it’s a myth. It’s all about value, folks. Good or bad, high or low. Period. I think radio buyers can only respond to what’s in front of them, and many of radio’s digital-only doo-dads are not exceptional enough to capture their attention or … [Read more...]

oreo
09/25

Mediacize This: Radio, Your Clients are Becoming “Media”

One of the greatest challenges for ALL traditional media - radio, TV, and print - is what I'm calling the "mediacizing" of brands." As our client brands create content via media these brands become media, and as brands become media we have to ask: Where does that leave traditional media brands? Will big brands need radio (or TV or print) when they are their own media and can create their own content? Just today, the New York Times reports on the "mediacizing" of Oreo, a Times Square event to commemorate the end of a 100-day social media campaign celebrating the 100th anniversary of the … [Read more...]

goodbyekiss
08/21

Apple wants to Erase your Radio Spots

Another day, another technology-driven way to undo advertising.  Forget the fact that advertising is what pays for most of the content we enjoy on TV or radio. Apple was just granted a patent for technology that would allow users to switch seamlessly to their own audio or video files once ads started playing on their TV or radio stations. I don't know how this could affect listening to radio on traditional radios (still the way most folks get their radio) - it would certainly affect listening mediated by more advanced tech gadgets.  Not that those are catching on, or anything. The … [Read more...]

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 DAY Ries & 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...]

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