Pittman Rallies Radio Troops
April 15, 2008 at 1:53 PM (PT)
Addressing the NAB SHOW's Radio Luncheon on TUESDAY, the PILOT GROUP's BOB PITTMAN stressed radio's positives, asserting that consumers favor convenience and strong brands and that radio has advantages in both over other media. Noting that convenience tends to be paramount in consumers' preferences (citing microwave ovens and cell phones as examples of inferior quality winning due to offering convenience), PITTMAN said that radio beats iPODS and other options because consumers "don't want to be their own programmers." He said radio is mobile, easy to use, and offers lots of format choices, lessening consumers' need for alternatives, and is "the ultimate in brands," with listeners knowing and loving their favorite stations.
PITTMAN, whose career started as a prominent radio programmer at stations such as WMAQ-A/CHICAGO and WNBC-A/NEW YORK before his stints with MTV, SIX FLAGS, CENTURY 21 and AOL TIME WARNER, also noted radio's importance in ad and marketing campaigns, offering a human voice to convince listeners to buy a "reminder medium" to push procrastinators to move, and putting messages close to the sale through its mobility. He chalked up naysayers' attitudes to a "lack of information or understanding of the uniqueness of radio."