http://www.rbr.com/ ©2007 Spoonlabs d.o.o. Vivvo CMS 4.1 2012-02-11T23:28:29-06:00 http://www.rbr.com/features/viewpoints/15138.html 2009-06-12T14:39:00-05:00 2009-06-12T14:39:00-05:00 Carl Marcucci The Radio Advertising Bureau is meekly trying to send a message to the entire radio industry that our ad writing, well, sucks. That is correct, this year the RAB has decided because of the poor quality http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T06:13:53-05:00 2009-06-15T06:13:53-05:00 Mark Lipsky Bravo, Patrick! Aside from the judges' collective snub of radio station entries, isn't it quite the coincidence that many of the judges' home agencies were named 2009 Radio Mercury winners? Clever commercials that sacrifice results for the sake of creativity may earn a fraternal pat on the back, but the measuring stick of effectiveness and profitability often causes these "creative" commercials to vanish in a flash, only to be replaced by the next "creative" commercial.Isn't it time to revisit the criteria by which we judge the "Best" radio commercials? Or perhaps just rename these awards the "Mercury Radio Awards for Creative Content?"The best radio commercials fuel the industry by using the medium of sound to effectively communicate a message that affects consumer behavior. Isn't that the very essence of advertising? And to anyone that thinks this means a boring recitation of benefits and a call-to-action, you're in the wrong industry. Or, perhaps, the wrong panel of judges. http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T07:52:12-05:00 2009-06-15T07:52:12-05:00 Brenda Labbee Patrick, stick to you guns! The RAB has done nothing to help radio for the past several years. It has allowed satellite, TV, and even print to convince advertisers there is no value in traditional radio and continues to push HD radio at a time when the listening public is struggling to put food on the table. As long as the members for the RAB allow it to run the way it has, radio will continue to fall behind. I KNOW radio is better than what the RAB is telling the world. It's time for owners and managers like yourself to take a stand. http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T08:54:42-05:00 2009-06-15T08:54:42-05:00 Marsha Strong So, NOW the industry's competition has become political? What about KKBS' entries? What about our entry fees, will they be coming back to us?We didn't submit: "junk"--what we submitted HELPED the clients! They were up after the campaigns, by large margins!Someone please answer each of these questions!thank you.Marsha Strong http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T09:13:42-05:00 2009-06-15T09:13:42-05:00 Marsha Strong I've an idea- why doesn't KKBS host a contest for all us "radio people" who don't deserve to be included in the Mercury Radio contest? I'll be glad to build an upload area at kkbs.com for this- any takers? I'd love to hear your submissions out there. I'll bet you wrote your copy based on helping the clients! REALLY- I'll do this, any takers? http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T09:56:46-05:00 2009-06-15T09:56:46-05:00 Doc Holliday All these attacks on the RAB are very disappointing, to say the least. Mr. Cleary's comments are an over-reaction and his suggestion that everyone cancel their membership is over-the-top and counter-productive. Not having been involved in the judging process, I do not know if there were any station entries worthy of inclusion, but the lack of quality in station produced commercials has been a severe problem in our industry for much too long. I will concur that having agency people play a prominent role in judging is questionable. While the entertainment value and production value of their radio commercials are typically better than almost all station produced commercials, most agency creative departments seem uninterested in or incapable of writing copy that actually works. And we all know that our medium takes the blame for the lack of results. But to say that the RAB doesn't effectively serve radio, or that companies should cancel their memberships is nothing short of immature. Those comments clearly come from people who have no idea of the range and quality of the products and services the RAB offers our industry. Further, it is an insult to a group of people who are as knowledgable, dedicated, progressive, and professional as anyone in radio. What a shameful way to treat quality people who have worked diligently for years to support the very people who are throwing these unwarranted comments around. Throwing the baby out with the bath water is foolish. If the Mercury Awards judging process was flawed then that should be addressed. But to defend the overall quality of station produced commercials is simply living in denial. The initial comments to this article are typical of the angry blogosphere and they serve no useful purpose. This is a critical point in time for radio and we need people who are able to recognize what needs improving and who are able to work with others in the industry to affect meaningful change. We don't need a chorus of angry voices who offer no constructive input. Nor should we defend practices that clearly need improvement. Be a force for positive change. Hopefully those who advocate taking their ball and going home will soon look back to see that no one is following and the game is still being played without them. http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T10:33:37-05:00 2009-06-15T10:33:37-05:00 Scott McKelvey Most radio advertising awards are given to the funniest or most entertaining commercials. Awards are usually about as meaningful as advertising clichés because effectiveness is often a small part of an award’s criteria. Sometimes it isn’t required at all.I respect the fact that the RAB demands a minimum standard of quality. Should radio stations be represented on the judge’s panel? Definitely. Should the RAB change the criteria for an award winning spot? Probably. Will judging always be subjective and result in unhappy entrants? Absolutely. The Olympics may always award medals, but the judging has often been questionable. Such is life.If you choose not to push for these kinds of changes, don’t complain about the results. Just stop entering awards competitions. If you’re capable of producing radio advertising that gets results, you don’t need an award to prove it. An award looks good on the mantle and mom will be proud, but that’s about it. I’ll take a contract renewal with a testimonial over an award any day of the week.While there are plenty of people doing great work, the vast majority of what you hear on the radio today is bad, whether it’s produced by radio stations or agencies. I think the more important goal should be to educate our colleagues and advertisers about effective radio advertising instead of worrying about awards competitions. I hope this decision by the RAB, whether you feel it’s just or unjust, gives those in radio industry who need it a much needed wake up call.I won’t get into whether or not the radio industry is adequately represented by the RAB, but I respect Patrick for cancelling his membership if he really feels he wasn’t getting his money’s worth. However, the industry needs all the support it can get right now, so I wouldn’t pull the plug because of an awards competition.Lastly, I don’t think the RAB is saying radio sucks. Maybe they just expect better. And they should. http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T10:45:57-05:00 2009-06-15T10:45:57-05:00 Marsha Strong I agree we must support each other-Lord knows! BUT: where are my entry fees- why weren't they returned?(radio station produced) http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T10:57:46-05:00 2009-06-15T10:57:46-05:00 Craig Maybe if it didn't cost $125 to enter, when a lot of us are having to tighten our budgets after salary cuts and lay-offs, you would get more entries. That's like a 125 lotto tickets, except the lotto tickets might pay off. A Mercury Award while nice, isn't excepted down at city hall to pay the water bill. And while it may open doors to better gigs and more money, the way ad revenue is trickling in this year it probably won't. Just a thought. http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T14:03:35-05:00 2009-06-15T14:03:35-05:00 Rod Schwartz - Grace Broadcast Sales I was as disappointed as anyone when I saw last month that no station-produced entries made it into the finals, as I also had a couple horses in that race. I would urge the RAB to rethink the composition of the final round judging panel and next year make sure that there's representation from the radio side, not just the agency side. This would provide some useful balance and help the RMA avoid the appearance of elitism.@ Marsha - great idea about posting our work. Have already set up a forum for this purpose at Radio Sales Café and have uploaded my own two RMA entries there. Here's the link: (http://radiosalescafe.com/forum/topics/radio-stationproduced-entries) Anyone else who submitted their work into this year's RMA competition, please visit and share your work!The Mercury Awards take place on Wednesday in New York, but we can have our own little soireé online. Let's at least take some time to share our work with the radio advertising community, shall we? http://www.rbr.com/features/viewpoints/15138.html 2009-06-15T15:02:04-05:00 2009-06-15T15:02:04-05:00 Vicki Amorose How could the RAB fail to consider how insulting this would be to radio creatives? They willingly chose to insult us AND keep our money, with the patronizing explanation 'this is all for your own good.'Doc, you asked for a positive suggestion and I have one. The contest results could have been better handled by saying, 'No entries in this category met the judges' standards for awards, but we will give honorable mention to these entries (fill in the blank).' At least then we would have an example of what almost worked. As it is, we peasants can hold no hope of any of us ever having any potential.I can't help but express myself strongly on this matter. An organization should never insult such a large section of its membership--while collecting thousands of dollars from those who sustained the insult. This is not how to teach, improve standards, carry out a mission statement, or garner respect.