I'm Steve Jobs
August 26, 2014
There are many lessons to take away from his remarkable impact on our lives, but for those of us in radio, the one I want to remind you of today is this: He believed in advertising.
Yes, he designed wonderful, artistic products.
Yes, he anticipated what we would want before we knew we would want it.
But even with the ubiquity of iPods, and iPhones, and iPads, Jobs kept spending money -- lots and lots of money -- marketing his products.
He took as much care, as much pride, in the ads created to sell Apple products as he did in the products he was selling.
Our industry has long since red-lined the "expense" of marketing and promotion, but even when we did advertise our stations, we did it on the cheap.
Cheapest spots, cheapest schedule. Radio has never believed in what it sells.
But it's not too late.
We just need a leader who believes.