We're hearing from more readers about the NAB's new PR campaign.
Your thoughts on the radio "imaging" campaign are on target. Nice try, fellas, but let's go back to the creative drawing board.
My classic rock, classic country and gold AC audiences aren't listening to the radio to hear the "new music" first! The campaign needs not to be format-specific, but all inclusive. America listens to the radio to hear their favorite music, with local personalities, combined with local news, weather and community events...all delivered every day free of charge.
A good idea, poorly executed is ultimately not successful. The first commercial is fine for CHR and Hot AC stations. Now let's craft a commercial that ALL of radio can proudly play, regardless of format!
Regards,
Ed Levine
President and CEO
Galaxy Communications
We are spending an awful lot of effort "rebranding" the value of free terrestrial radio...but are missing one very important point. Local commercials ARE good for listeners! Yes, that is right...and I am not talking about pod length or :60's or :30's...
Face it, local radio keeps the local audience informed about home market furniture sales, great restaurants, movies showing locally, concerts, Broadway shows, important high school games, local job opportunities, etc...
Commercials are too often viewed as a "negative" of terrestrial radio, when they may in fact be one of the most important services we provide!
Scott Meier
RVP/GM Flint-Saginaw
Citadel Broadcasting Company
Russ Oasis is absolutely right about the threat that satellite radio presents to radio broadcasters.
It wasn't too many years ago that television broadcasters were skeptical of the danger that cable presented to their cozy monopoly. More recently, cable companies smugly underestimated the burgeoning danger of satellite TV.
Remember when the internet and video games were minor annoyances? Radio broadcasters would do well not to repeat the mistakes made by our television brethren.
Radio broadcasters must provide desirable LOCAL content that satellite competitors can never duplicate. Piped-in satellite formats, automated voice tracking and other clever tricks may cut costs and at their best they may postpone the encroaching threat. Ultimately, they are not the backbone of a winning strategy.
Broadcasters running insipid ad campaigns that misrepresent the benefits and drawbacks of satellite radio are a foolish waste of time that only advertises the other guy. The smug radio people bragging that they have stations with more audience than the entire satellite radio industry is amusing, but irrelevant. What is the growth rate of those large stations? How long will that truly silly comparison remain valid?
The biggest players are hedging their bet with an investment in satellite radio.
The spectacle of radio broadcasters running scared is horrifying. We need to do more than rearrange the deck chairs on the Titanic! We need to actually do something about the problem and there is an answer.
Ultimately, the ONLY defense for radio broadcasters is CONTENT. Good content. Local content. Content that the satellite people cannot duplicate.
Let's bring radio back down to earth!
Jay Austin
KIOD (FM) / KSWN (FM)
McCook, Nebraska
Are you reading this from a forwarded email?
