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September 19, 2006

What Radio Advertisers Don't See

Mark Ramsey's recent post highlights some of the issues the radio industry is facing. As radio advertisers, I think it's interesting and important to see the issues that the radio media industry is dealing with. It can help us understand where they're coming from and why they're trying such fear-driven, lose-lose things as the 30 second spot.

The only disagreement I have with Mark is with his 2nd point. He says that "listeners understand that radio is free and commercially financed". My belief is that on some level, they understand that, however I don't believe that thought is traveling through their mind when they are listening to the radio. What they want is entertainment. That means good content. To some, commercials will always be an interruption. To others they are part of the entertainment. But they aren't thinking about that when they listen to the radio - unless they work in the radio media industry.

Posted by Brett Astor at 04:53 PM | Permalink