This reader says radio needs more than a new PR campaign to fix its problems.
The more I read terrestrial radio's response to satellite radio, the more ill I feel. The ongoing discussions and "plans of action," ranging from "less is more" (when it really isn't) to lame advertising campaigns, are going to bear no fruit. The problem is not what radio perceives as "perception," the problem is what the public perceives is "reality." With Wall Street being allowed to dictate the financial structures of our radio stations (and incentive driven management of the large companies taking the ride), we have strayed so far from what is good about terrestrial radio, that we can't find our way back. Less isn't more if you continue to carry as many units, sponsorships, and mentions as before. Back in 1978, we thought that 12 units was a good number. If you'd like make radio better than it was 27 years ago, how about playing 8 units an hour? That would also be the road to charging advertisers the rates that our industry deserves. We'd need fewer account executives to sell those spots (lower cost structure). Spots would be more effective as listeners would not be forced to punch out. The benefits are many and OBVIOUS. How about paying talent? Our industry would rather pay talent $25,000 a year and account executives at the same station $100,000 a year. Where will tomorrow's great talent come from?
Instead, we continue to try to convince the public that satellite radio is no big deal. It is a big deal. Respond to it by fixing your own problem, radio.
An advertising campaign that promotes a point that is not true will fall on deaf ears. Advertising and marketing must deliver a message that rings true with its recipients. Radio can advertise its butt off, but until we fix the product, we are whistling in the wind.
Yes, corporate radio (ALL of the large groups) I am speaking directly to you.
Russ Oasis
WJFX Ft. Wayne/WKLU
Indianapolis
Are you reading this from a forwarded email?
