RAB's Haley Wows Them At RAB2007
February 9, 2007 at 8:20 AM (PT)
Building a new case for radio, RAB Pres./CEO JEFF HALEY delivered his first State of the Industry speech today in DALLAS at RAB2007. Related to the RAB’s advertiser-focused mission, HALEY defined radio as sponsored audio content and cited current misperceptions as the only obstacle to the medium’s growth.
"The only way to change perceptions about radio is to change experiences with radio," he said. Laying the groundwork for what he called a key advertiser focus, HALEY outlined a plan to engage leading national advertisers. The RAB will launch a focused effort that establishes transformational relationships through client-centric interaction.
The only way to change perceptions about radio is to change experiences with radio...
The RAB’s role, HALEY explained, is to share knowledge, facilitate industry consensus, and drive revenue. Confirming RAB’s commitment to providing training and information that can boost sales for radio, HALEY highlighted the Auto Owners Profile, a new product from SCARBOROUGH and RAB that was debuted at the conference and is designed to help automotive clients maintain or grow market share with radio.
"Radio is becoming an audio and a visual medium," HALEY stated, referring to radio’s foray into the online and digital space.
HALEY concluded his speech by playing a moving PSA from the AD COUNCIL’s Generous Nation Campaign, which radio heavily supported with phenomenal results. "Radio impacted this campaign at the local level, empowering our audiences, igniting community spirit, and firmly establishing radio’s power to engage," he said.
The full text of the speech is available at www.RAB.com.