Progress is based in listening, not talking.
So listen to what these advertisers say about what radio needs to do to be more effective and impactful for them.
Once you get over the unfortunate "second class citizen" tone affixed to our medium, it's clear that these folks are open to creative ideas – and we must be bold enough to offer them.
From Ad Age.
P.S. Jeff Haley, stop pimping PPM. Advertisers want to go interactive. Listen to them.
P.P.S. When advertisers tell you "it's all about education" don't believe it. It's about what's bright and shiny. Always has been, always will be.