Tag: personal

04/26

What “Local” REALLY Means (and it’s not what you think)

"Local, local, local." It's a constant refrain in the radio industry.  It's usually expressed as one of our key advantages relative to media and advertising options which are not "local" and not active in the local community. What what does "local" mean - really? I have written about this before, and in this video I spell out why, in many ways, there is no such thing as "local" per se - "local" is really a state of mind. Radio's success has less to do with being located around the corner and more to do with being meaningful around the corner.  "Local" is a state of mind that has … [Read more...]

08/18

Radio: It’s not about More Choice – it’s about More Relevance

“Brands don’t necessarily need more choices, they need more choices that are personally relevant.” That’s from advertising giant John Winsor, head of ad agency Victors & Spoils, the former VP/Executive Director of Strategy and Innovation at Crispin Porter + Bogusky, and soon to be interviewed for this blog. Think about what that means. Especially in a world of blossoming choices – a world where anyone can copy your playlist song for song if they wish. How do you keep your audiences interested in your brand? We tend to assume that the problem of too much choice means we need to … [Read more...]

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