Vivvo CMS 4.1 http://www.rbr.com/ ©2010 Spoonlabs d.o.o. http://www.rbr.com/files.php?file=rss_logo1_757997737.jpg http://www.rbr.com/ http://www.rbr.com/features/viewpoints/15138.html VIEWPOINTS Fri, 12 Jun 2009 15:39:00 -0400 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.radiodirect.com VIEWPOINTS Mon, 15 Jun 2009 07:13:53 -0400 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. VIEWPOINTS Mon, 15 Jun 2009 08:52:12 -0400 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.kkbs.com VIEWPOINTS Mon, 15 Jun 2009 09:54:42 -0400 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://kkbs.com VIEWPOINTS Mon, 15 Jun 2009 10:13:42 -0400 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.superiorsalestraining.biz VIEWPOINTS Mon, 15 Jun 2009 10:56:46 -0400 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.ScottMcKelvey.com VIEWPOINTS Mon, 15 Jun 2009 11:33:37 -0400 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 VIEWPOINTS Mon, 15 Jun 2009 11:45:57 -0400 I agree we must support each other-Lord knows! BUT: where are my entry fees- why weren't they returned?(radio station produced) VIEWPOINTS Mon, 15 Jun 2009 11:57:46 -0400 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.radiosalescafe.com VIEWPOINTS Mon, 15 Jun 2009 15:03:35 -0400 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://http://www.voiceovicki.com VIEWPOINTS Mon, 15 Jun 2009 16:02:04 -0400 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. VIEWPOINTS Mon, 15 Jun 2009 16:46:35 -0400 Pulling out of the RAB is not the solution. Bravo for having standards. Perhaps none of the locally-produced commercials were good enough to qualify. Instead of blaming the messenger, shouldn't we be asking ourselves how we can improve the message?How many people call on the NTR department or the creative services people at the RAB for help with ideas? Along with the copy on the website, the RAB has an amazing support staff, starting with Brandeis Hall, who can help create dynamic, creative, sales-driving programs that will drive the message home. If you are not utilizing those services you are missing an incredible opportunity. VIEWPOINTS Mon, 15 Jun 2009 17:45:18 -0400 Calling All Radio Station-produced entrants to 2009 Radio Mercury Awards!Upload yours, listen to others here: http://radiosalescafe.com/forum/topics/iradio-stationproduced-entries http://www.michmab.com VIEWPOINTS Tue, 16 Jun 2009 09:09:33 -0400 Our state Broadcasting Excellence Award is judged all by working broadcasters in other states and they may choose to bypass giving an award if they do not feel the entries are excellent or even good. No money back. They do not award poor entries just because they are the least poor of the poor entries we received. To do so would diminish the value of award. http://www.radio-ranch.com VIEWPOINTS Thu, 18 Jun 2009 18:48:55 -0400 Perhaps it's the radio listener who should be the judge...or perhaps the consumer who might or might not respond to that particular advertising message.There is no doubt ad people and radio people each have their own set of criteria and perspectives as to what maketh an effective radio commercial. Maybe it's the system that fails us. Could it be that radio "sales" execs need to learn more about what makes radio advertisng effective while ad execs need to learn about the burden of expectations placed on those who write and produce volumes of commercials within 24-48 hour deadlines. Truth be told....agencies are just as guilty as radio stations of missing the significance of emotional connections between the advertiser's message and the listener(or eventual consumer)The number of Mercury Entries is such a small representation of the commercials actually produced by stations and agencies (of all sizes) across the country, who can possibly judge the best of thouands? Not many can afford to pay for the right to be judged and those who do can reap of the benefits of good PR. So be it...and that's not meant to be a judgement on the merits of The Mercury Awards.The effective use of radio as an advertising medium is in jeopardy when radio stations think creative is secondary to sales and when ad agencies think their clients' tv audio tracks makes an effective radio spot, etc., etc, etc. VIEWPOINTS Sat, 20 Jun 2009 08:48:18 -0400 I think what has caused this angry response is that radio has been assaulted by many outsiders, and now our own radio organization assaults us. This was not the time for the RAB to change its criteria and be perceived as attacking its own membership, and I believe the RAB needs to rethink its response to this situation, including at least partially returning the entry fees. Meanwhile, we utilize many of the RAB services and frequently attend the annual conference, and will continue our membership. Knowing that most judges were from agencies, we never enter this contest because we learned years ago that agency ads are usually entertaining and clever, and may be notable for this, but station ads are the ones that generate direct sales. Perhaps some entity should create a meaningful competition for "Ads That Work." To the RAB - these are tough days for you and us... you need to rethink this one, and quickly. - Ray Somich, Spirit Media http://www.toddcarruth.com VIEWPOINTS Tue, 23 Jun 2009 11:10:13 -0400 Wow, you know, as a former Radio Mercury Award judge (in the Radio-Station-Produced spots category!) I can tell you that I have heard thousands of bad commercials that were submitted to the RAB over the years. From topless bars to bass-fishing tournaments, the level of poor production and horrible copy writing never ceased to amaze me. But that just made the good ones stand out even more. I find it hard to believe that not one Radio-Station produced commercial submitted was worthy of recognition. Imagine if the Academy Awards decided that none of the movies that year were good enough to win an Oscar. "Sorry, just not quite up our standards. Better luck next year!" I suggest the RAB allow all participants that paid for submissions into categories where no winner was announced, be allowed to submit an entry for free next year. Oh, and a nice apology letter signed by Haley might be in order as well. Go Radio! http://1360wchl.com VIEWPOINTS Tue, 23 Jun 2009 12:01:03 -0400 Unhappily, I must agree with Patrick Cleary's overall assertion that RAB has lost its mojo; and with Todd Carruth's view that it that this is just as unproductive as if the Academy Awards had failed to award a best picture because none was worthy. Local station creativity is alive and well. Local station production budgets are as low as always. These are not new questions, but the people doing the answering are different. Years ago, I was involved in helping RAB become part of the old CLIO Awards and we had the same issue. But, we were included, and every year, stations in large, medium and small markets saw their work honored in a top-drawer, major event in large top-drawer hotel ball rooms like the Plaza's. Even the event, now held in a restaurant, has been downgraded. RAB is not what it once was, but dropping out is probably not the answer. What is needed is a re-thinking of the objectives. And, if one of them is to improve local radio creativity by recognizing the best of it, the whole process needs to be re-thought, including the $125 entry fee. Our awards process should be underwritten by RAB and not a project run for a profit. We build recognition by giving it. It is beyond comprehension that not one spot would have been a model worthy of celebration. http://usc.edu VIEWPOINTS Sun, 05 Jul 2009 18:25:26 -0400 I teach radio production, and this year's "winners" will not be examples of effective advertising in my class. If this year's crop of "winners" is what the RAB believes gets results, then it's no wonder radio is in its current condition. Not one of the winners makes me feel what it's like to sleep at a Motel 6, produce my reports at Fedex, etc. Hard to see how any produced an uptick in business, which is the purpose, isn't it?The Mercury Awards are officially irrelevant, and unless management is willing to change the current judging situation I don't see how they become relevant.Perhaps the ad agencies are what's truly irrelevant today. Someone at the RAB needs to rent a clue.