From Jack Myers:
Companies tracking the evolution of media and plugging into new communication channels will see increasing returns on their marketing investments. Those that continue to play by the old rules of command and control will see diminishing returns – and diminishing marketing budgets.
The old thinking in radio is unambiguously "command and control."
As I argue in my new book, Making Waves: Radio on the Verge, the vital unit of measurement for radio is no longer the rating point, it's the relationship.
The relationship we have with individual listeners – and individual advertisers.
Leveraging those relationships whether or not that leverage involves over-the-air spots will be key to the future of your station and your broadcast group.
You're not in the "radio" business anymore. You're in the relationship business.
Get used to it.