The Perils of Chasing Something Shiny
Thousands of happy radio advertisers have thousands of stories of how well radio advertising works for their brand. Most cite the sound fundamentals of AM/FM, rather than how they gambled and won on new technology that’s still finding an audience.
Buzzworthy radio platforms like Rdio, Jango and Abacast deliver sound advertising options online, but none of those three services delivers a million unique listeners in any given month. So there’s the issue of scalability.
The good news with these new services – and other online delivery platforms – is that you, the advertiser, only pay for actual message delivery. So whether you make 1,000 or 10,000,000 advertising impressions, that’s the number you pay for.
Yet lost in the desire of many to find “What’s next?” the powerful, dominant platform of AM and FM is often overlooked. Some dismiss 20th Century technology as dated simply because something WOW comes along. But when over 244,000,000 Americans still listen to AM and FM every week, why would you abandon those colossal numbers to chase something shiny?
So let’s address the 800 lb. gorilla in the room. Why does AM/FM Radio get such a bad rap?
1. IT’S OLD - Commercial radio is nearly a century old. The advent of AM Radio was big news back in the Woodrow Wilson administration, not so much in the Obama years.
2. THE MEDIA HAS CHANGED – The AM/FM-only choice of just 20 years ago has evolved into seemingly endless choices today. That means more publicity buzz for the new guys, with little excitement and ink leftover for journalists to cover the aging AM/FM giant.
3. YOUNGER BUYERS PLACING MEDIA BUYS - With Generation X and Millennial media buyers now placing the bulk of the time buys, there’s an inherent familiarity with the formats and platforms of their generations. That means fewer, proportionate dollars for AM/FM, the popular favorite of their parents.
At The Radio Agency, our mandate is to remain agnostic. All stations, networks, channels and platforms are chosen on merit; evaluating ratings and performance to make sound choices. Just as we’d never summarily dismiss “the next big thing” simply because it isn’t proven, we’d never summarily dismiss “the #1 radio advertising platform” simply because it isn’t new and shiny.
Focus on results. Stay neutral. Most advertising success stories model winners and “copy smart.” For every iconoclast who breaks or bends the rules to great fanfare, there are hundreds more who “swing and miss,” chasing something shiny. Both paths have merit. It’s just a matter of how much you’re willing to risk.
Klezaras Communications
10yYounger buyers have always been a "challenge." In my early career, I worked at stand alone AMs and guess who was not listening to my story, despite the ratings? Younger buyers. But I made it a point to educate them, empathize with them, get on their plain. It's no different now, except we have to do more homework to get on that plain of theirs. Then teach and preach (with empathy....remember the Platinum Rule!). Nice read!
Parkway Publishing (multi-platform), Schorr Marketing, Philly Gold Awards, Mrktng/Communications Trade Show & PR Pros
10yIn the last 15 months the United States government has spent a small fortune in radio spots. ACA, other HHS ads/initiatives, DoJ, DoEPS, Home Land Security and other government agencies are spending. Also, some radio spots are being placed by money of DNC, RNC and special interest. Usually telling listeners of programs, Public assistance opportunities. Mark, you have been in radio for four decades and know that the advertising money is gathered often by a person at the station filling out RFPs and still targeted to those audiences that the "program" is focused to. In Philly, the "Old School" radio station seems to be running a plurality of government programs and/or messages. The total money being spent in 2014 will be a plurality, approaching a majority, on occasion. The last quarter of '13 was loaded with the ads aforementioned. The Medicade enrollee came from radio, Out-of-home and minority based radio stations listeners, The rest came from community leaders in places of worship, Public Assistance offices related from the workers and collatarol (printed pieces) available in those offices. Online doesn't work if you want people with no or little income. It works on radio and some specific audiences. The total advertising dollars in 2014 will be more than any year in history. Online has the least ROI. Radio is still viable. A side bar might be of consequence; Radio spots were always done in professional studios. Now agencies will produce spot at their office and aren't very professional. Bad copy, poorly recorded and all to save no more than a couple hundred dollars. Usually an agency will give the work to junior copy writer and then use their Apple in a closet or what they think is a quiet room. Bad form and anything but professional. Gary Moskowitz had me listen to a couple spots done by an Agency and they were horribly. No budget and client may be wasting their money. Ambient sound, no affects, the levels were all over the place. Some radio is very good. "Usually starts with good copy and very good production levels", said Moskowitz.
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10yA Good Reminder. We still need to talk to people.
Master Shirtmaker, CEO King's Collar Shirtmakers and Author of SHIRT TALES... The Stories Behind a Successful Start-up
10yI'm a big radio fan, and there's always a perfect station for every client's needs. Before I place a radio buy, I always weigh which station has the most potential for those I represent. Presently, in the Philadelphia Market, my Faves are KYW Newsradio 1060, and 101.1. Radio advertising is powerful, as the audience is focused on it, and messages are not lost. Unlike TV, people don't change a channel, or leave the room when the message comes on.