SCBA President High on Terrestrial Radio, Down On 'DERP'
July 15, 2015 at 12:52 PM (PT)
SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION President THOM CALLAHAN is down on the DERP surrounding broadcast radio in his latest "Thought Leader" media post, "Push Back on DERP" at www.scba.com.
What is DERP? CALLAHAN definies it as a “South Park” term used on the animated cable series to mean people who keep saying the same thing no matter how much evidence accumulates that it’s completely wrong.
“Broadcast radio is rock-solid in so many ways in 2015, yet the DERP never seems to stop out there,” explained SCBA's CALLAHAN. “We wrote 'Push Back on DERP' as a vigorous defense of our industry from the misinformation clients keep hearing.”
“Pushback on DERP” was written as a factual framework on the value of radio in a time of enormous change and choices our listeners now must face. The good news is that consumers still prefer AM/FM radio over any other audio source. CALLAHAN's post describes the impressive gains in listener time exposed to SOUTHERN CALIFORNIA radio as well as significant advertiser category growth.
“Broadcast radio remains the #1 consumer choice for audio. Pure plays cannot entertain us, inform us, motivate us, or help us to connect with our communities," writes CALLHAN. "Radio and only Radio can do that.”