Erickson Media: Radio's Real Problem
June 12, 2012 at 8:56 AM (PT)
What is radio's "real" problem? ERICKSON MEDIA Pres. DOUG ERICKSON [who also pens the Talent Pool column for ALLACCESS.COM] writes on his blog, "It's not listeners or listening ... Radio is undervalued and consolidation has made that problem worse. How can we expect advertisers to value our time when our ownership doesn't?"
"Only mobile does a worse job converting attention to revenue, and that seems poised to change soon," continues ERICKSON. "Radio invests the bare minimum in the hiring, training and retention of those who sell our ads, and always has. Radio spends the least on the creation and production of its ads, which could be an advantage if we cared about the results of our campaigns."
ERICKSON observes, "Local spots are usually written by a sales person and voiced by untrained, unskilled, over-worked, glorified board operators. To make an obvious problem worse, Radio then clusters 8-10 of these masterpieces into advertising mini-marathons two or three times every hour. And, with a straight face, we tell clients PPM proves Radio doesn't lose listening during these commercial endurance tests."