Harker Blog Defends Radio's 'Brand'
July 19, 2010 at 4:12 PM (PT)
Radio's propensity to denigrate itself is the basic theme of the latest installment of HARKER RESEARCH's RADIO INSIGHTS blog. Specifically, blog writers RICHARD HARKER and GLENDA SHRADER BOS claim that the term "radio" is not an obsolete brand name -- and instead should be used as a positive.
"Radio is witnessing its own devolution into Orwellian Newspeak as the word 'radio' fades from radio," they wrote. "The purging has been going on quietly for some time as radio companies re-brand themselves as media companies, but it grabbed the headlines recently with two announcements."
They cited the virtual banishment of the word "radio" from the branding used by WTOP-A WASHINGTON, D.C. and NPR -- even though well over 90% of the audience listens to both entities' terrestrial outlets and predictions that at least 85% of radio's revenues -- 10 years fr0om now -- will still be generated offline.
"Broadcast should be defending its brand of radio like KLEENEX defends its brand of tissues, not tossing the term away," they declared. "Isn't it curious that while stations have become self-conscious of the word radio, new-media is embracing the word radio along with its visual images? To be thought of as radio is the dream of streaming services. There’s a reason PANDORA calls itself PANDORA RADIO.
Read the entire blog here.