More comments on LIM
David V. Nola, Director of Sales/Morris Desert Media, Morris Communications Palm Springs, CA, writes us with comments regarding CC Radio's Less is More initiative (12/17 RBR #245):
"After reading [some of the] comments regarding the Clear Channel's "Less Is More" initiative, I believe [some are] right on point but miss some other reforms that need to take place from the agency side. The state of radio today is the product of both the broadcast owners and the agencies. Both sides share responsibility. Broadcast owners drove rate and growth down by cannibalizing one another for the sake of share. In order to meet their revenue targets they then added minutes and weakened their product...tremendously! On the agency side of the table the CPP has been the guiding light in which to make the buy. There can be great arguments on each side of the aisle as if the CPP should be higher or lower in any given market. Agencies continue to play cat and mouse with the CPP. No buy specs, no GRPs, some don't, or won't even provide a demo. I cannot remember the last time a CPP went into an auto dealership and purchased a car. Doing business by the CPP is outdated and antiquated. Why not look at a market as to its consumer buying potential. Why not get a much more accurate picture of the consumer through research. Sometimes the best solution is the simplest. All markets are not created equal. Currently the CPP is determined solely on market population. If you are in Fresno your CPP is higher than in Palm Springs. I can tell you that the Palm Springs consumer is of more value than Fresno's, Mobile, Alabama's, and Bakersfield (based on independent research) to name a few.
To move from the CPP based way of doing business, or providing a more accurate audience estimate, would require the agency side to do a more thorough examination of any given market. Research. Both sides in this equation share responsibility for the state of radio today. If the agency world wants us to provide a better product, they in turn need to take a long hard look at how they conduct business with us as a medium and institute reforms that more realistically reflect what we are worth. In closing I applaud Clear Channel, but they have a long way to go. Our group has always held the integrity of our audience as the number one priority. Too bad buyers over the years haven't gotten this message. They continue to buy markets based on low rate. This only perpetuates the situation [some have spoken] of. If both the agency and the broadcasters get on the same page, revenue will rise and the advertisers that the agency represents will get better results. And isn't that what it is all about!"
Are you reading this from a forwarded email?
