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November 13, 2007
This Guy Gets It
Mark Ramsey is a consultant to radio stations. Many of his posts are about helping radio stations handle the impact of the changes in technology. We've often thought he should start with changing their thinking first.
In his post today he says:
"Radio is no longer about selling ads. It's about leveraging our audience relationships so as to connect listeners with clients profitably. No matter how that's done."
We couldn't agree more. The radio industry would greatly benefit from this kind of paradigm shift. But the mentality of selling radio ads runs deep.
Regardless, as direct response radio advertisers we'll thrive because we pay what it's worth to do business with radio stations. No more. That's how our clients profit. Ramsey is telling radio stations how to add value, which we'd happily pay for... if it actually happens.
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