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May 05, 2006

The Pen is Mightier than... the Truth?

Entrepreneur Magazine article

I recently came across Kim T. Gordon’s article in Entrepreneur Magazine when doing a search on radio advertising. I always appreciate when a journalist is knowledgeable about his or her topic and not spewing information that is skewed or untrue to an unknowing audience. I liked and generally agreed with most of Kim’s article. I cringe at offering praise to advertisers whose credentials are solely awards won verses sales and profits driven. But I can forgive that common practice. What caught my ire was where she says “Radio isn't a direct-response medium, although some advertisers mistakenly use it that way.” What? Come on, Kim! Radio is a superior direct response medium, as every single one of our clients would attest to. And they’re not the only ones. Now, maybe you meant that radio is not an easy direct response medium. That would be true. Many advertisers who have waded into DR radio without the appropriate assistance have lost their shirts. Nonetheless, since the late 1980’s at least, radio has been recognized as a very profitable way to acquire new customers in a manner that is measurable and accountable. Heck, Pete and Bob Schulberg dedicated an entire chapter to direct response in their 1989 book “Radio Advertising, The Authoritative Handbook”.

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Posted by Brett Astor at 05:36 PM | Permalink