Why Radio Doesn't Work

This is an email I sent to a discussion list to which I belong -- I thought I would share it here as well.
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The self-destructive nature of contemporary radio   sales/programming/pricing, now imitated by most television outlets with the   same disasterous results, continues to amaze me.  A twenty year study of   radio advertising revealed something most of us could have told them in ten   seconds: it is overpriced to the point that the advertiser who could benifit   from it cant afford sufficient frequency.
The NARB and it's members have   jconcentrated on raising the percieved value of advertising time, limiting the   number of adverts per hour, raising the price based on limited opportunity to   reach the target audience, and then clustering those ads in an ineffective   block -- assuring listenor tune-out and encouraging tune out by portraying   adverts as a NEGATIVE.."WE HAVE FEWER COMMERCIALS!"
ANOTHER 20 COMMERCIAL   FREE MINUTES!  I wouldnt give my advertising dollar to any jerk who   insults the hand that feeds him.  In the days when common sense   prevailed, we didnt call them "commercials" we termed them "friendly   reminders" or "important and entertaing messages from our proud   sponsors!"
ESPN knows the secret of success in tv advertising -- never more   than a 60 second break and always IN THE  CONTENT, NOT BETWEEN THE   SHOWS.
If your sponsors dont get results they can take to the bank, or   maintain their market share in a market share battle, your station has failed   -- no matter how great the numbers, how overpaid the consultants, or how many   fart jokes your morning man "gets away with" --  advertising is meant to   be an investment, not an expense, and it is only WORTH what it   WORKS.

Comments

[Anea]

Absolutely correct my papa! That is why so many companies are moving to online viral marketing - ads that don't seem like ads, they come off like "buzz" instead.