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Canadian radio industry advocate Radio Connects posted a telling graphic on Thursday on their LinkedIn page ("Truth In Advertising - What Advertisers/Agencies Think..." about radio).

The truth about how we market our industry is convicting.  There are precedented, irrefutable, clear cut, straight-forward, and far more profitable paths to profit than those evidenced by the flat-lining fruit of radio revenue. 

The graphic is symptomatic of radio's bewildering, decades-long refusal to give frustrated local and national advertisers what they continually tell us they want - in markets large and small:

1. 52 weeks of documented sales results, directly attributable to radio...

2. ...driven by our delivering over-arching, *client-focused* marketing strategies; rather than *radio-focused* "strategies".

Radio's "strategies" need to transcend the typical, tactical amalgam of ratings, rankers, three spec ads with a schedule, a dash of non-unique, "me too" digital delights that are also delivered by a hundred digital providers close-by, with a promotion thrown in for "added value".

As radio has the far-from-monetized advantage of being the most impactful catalyst of pre-need, pre-search, pre-purchase consumer commerce, capturing - and monetizing - customer contact/preference info along the buyer journey, the verdict is in:

Our flat-lining industry's leaders have failed our advertisers, our employees, and shareholders.

If one person on his own can generate millions, your company - and radio - can generate billions more.

Last edited by Andy McNabb (March 17, 2018 9:07 am)