Radio Rally Point: RCS Worldwide Pres./CEO Philippe Generali

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ALL ACCESS is very proud of our RADIO RALLY POINT feature and the terrific feedback we're getting from you each time this column runs. Curated by DMR/INTERACTIVE Pres. & COO ANDREW CURRAN, this bi-weekly look at what radio can do to make itself stronger is already paying dividends to the industry with solid ideas.

This week we chat with RCS WORLDWIDE Pres./CEO PHILIPPE GENERALI who has a unique viewpoint on radio and its many strengths that transcend language and geography. "Electronic measurement (as in the top U.S. markets) is spreading slowly around the world, but most audience estimates rely on computer-assisted interviews. Some countries prefer cume as an indicator of success, some like audience share, some measure reach weekly and other monthly. Whatever the method, the universal characteristic of radio is its unmatched and massive reach. Advertisers can't get to 80% or 90% of the population quickly with anything but radio. Not even the Internet can do that.

GENERALI noted that in all parts of the world, “It is indeed crazy to keep all these plates spinning (on-air, online, streaming, events, promo, artist relations, etc.) for a PD.

“At the end of the day, it takes talent and not necessarily data to build a great brand. And the brand is definitely the most precious asset a station can have.”

And he went on to tout the advantages of today's technology for radio: "Technology is not a means to an end. We believe it helps people be smarter, work more efficiently and focus on what no artificial intelligence program will ever be able to do: creativity.”

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