Sometimes a blog post slaps in the head, and makes you think, “well duh, why didn’t I think of that.” This one is courtesy of Larry Rosin of Edison Research who wrote the following:
I get frustrated with this argument that the only issue with radio is that it ‘doesn’t tell its story.’ The issue for radio is not that it doesn’t have a clever catchphrase, and it’s not that its CEOs don’t represent radio well.
To me, the way radio needs to tell its story is by buying into its own B.S. and that means advertising the stations. I believe the reason advertisers nail radio with comments like ‘no one is listens to the radio anymore’ is in large part because they don’t see radio stations anymore. They don’t see stations on billboards and they don’t see stations on TV and they don’t get things in the mail and they don’t hardly ever see radio station personalities at events around town.
If radio went back to marketing the stations and the personalities, the whole ‘perception’ issue would quickly take care of itself.
Now that I’ve read it, I feel like a complete meatball for not having thought of it. Additionally, one knows a blog post is solid when others are compelled to share their perspective in the comments section.
Current sports radio talent coach, former PD at The Beast 980 (L.A.) and 710 ESPN Seattle who was also lucky enough to produce ESPN Radio's Dan Patrick Show. Fixing sports radio one neglected host at a time. Follow me on Twitter @SportRadioCoach.