Harker: 'Dance With the One That Brung Ya'
October 16, 2012 at 4:34 PM (PT)
Contrary to what has become conventional thinking about radio diverting more attention and investment into digital platforms such as streaming services and music players, RICHARD HARKER and GLENDA SHRADER BOS assert in HARKER'S REDSEARCVH's Radio Insights blog that those who do that take their eye of the ball -- namely, their core product.
"PANDORA, the focus of digital boosters, the subject of countless new-media success stories, has yet to make a profit, and admits it may never make a profit," they wrote. "Yet broadcast radio is obsessed with growing digital dollars to prove it is just as good as PANDORA. And radio is financing this DON QUIXOTE-worthy effort by diverting dollars that should be invested in the local broadcast product.
"Yes, radio may ultimately become a product primarily delivered via computer and smartphone, but if its product is debased in a rush to be just as good as PANDORA, then no one will listen to it no matter how it is delivered."
Read the entire post here.