Don’t think for a minute that David Field isn’t the right de-facto leader for bringing renewed vigor to the radio industry.
The Entercom President/CEO has given Chief Marketing Officer Ruth Gaviria the green light to a huge initiative designed to get the attention of the very people that can help propel AM and FM stations to new heights: Chief Marketing Officers for the nation’s biggest companies.
RBR+TVBR OBSERVATION (Full Text Below): It’s an advertising campaign for Entercom — and could also give the radio industry much-needed exposure that no other industry leaders have previously invested in. How many times have we advocated for this, and saw nothing from the supposed industry organizations that are empowered to do this? Hooray, Ruth and David! It’s about time Madison Avenue got past the “fake news” about how lame and tragic radio advertising is.
In a memo sent to Entercom staff members on Monday (12/4), Gaviria revealed that — fresh off its merger with CBS Radio — the company “is taking ground as an advocate for America’s No. 1 reach medium.”
With that declaration, the company tonight is officially launching its “Marketer’s Guide to Radio.”
It’s an advertising campaign for Entercom — and could also give the radio industry much-needed exposure that no other industry leaders have previously invested in.
The campaign has a targeted delivery of 11 million impressions “among key advertising industry stakeholders and decision-makers,” Gaviria says.
The campaign begins with a four-page spread in this week’s issue of Advertising Age.
For the next two weeks, “A Marketer’s Guide To Radio” will be featured across a targeted list of publications that also include Variety, The Hollywood Reporter, and Billboard.
There’s also a digital campaign with The New York Times (at NYTimes.com) and The Wall Street Journal (at WSJ.com).
To view the above in full, please click here
“As a leading media and entertainment company built on radio, we are committed to promoting radio’s unmatched ROI for advertisers and to competing against other media for our fair share of ad spending,” Gaviria concluded in her staff memo. “We are poised to win and to shift the conversation on radio and on Entercom. So, to quote one of my favorite artists, Bonnie Raitt, ‘Let’s give ’em somethin’ to talk about!’”
RBR+TVBR OBSERVATION: It’s an advertising campaign for Entercom — and could also give the radio industry much-needed exposure that no other industry leaders have previously invested in. How many times have we advocated for this, and saw nothing from the supposed industry organizations that are empowered to do this? Hooray, Ruth and David! It’s about time Madison Avenue got past the “fake news” about how lame and tragic radio advertising is.
The RAB can talk among its members until its leaders are blue in the face. We can attend industry confab after industry confab and applaud David Field every day for the next century. But, it doesn’t matter. What matters is getting CMOs — the people that control and develop advertising budgets — to understand the value that radio still brings. We know it; they don’t.
Why? Because no one bothered until now to squelch the “fake news” about how awful radio is, get past the Debt Bomb Duo headlines in The Wall Street Journal, and provide the media buyers and media planners and CMOs with the really good positive stories that needed to be shared.
Yes, it is a 4-page sponsored content spread in Advertising Age that kicks off the efforts.
Yes, it is just what RBR+TVBR has been asking for.
Don’t work at Entercom? Steal this. Photocopy this and distribute it to every sales person in the radio industry.
Then, send a Christmas card to beautiful Bala Cynwyd, Pa., addressed to Ms. Gaviria and another to Mr. David Field.
They just gave the industry a lovely gift.
