Today we're featuring a guest blog from Paul Jacobs:
How's that for a headline?
I was reading the February 13th issue of Advertising Age, and was struck by a series of ads targeting your clients by Clear Channel, lauding several aspects of their success and reach (although touting 1.7% ratings growth in their Detroit cluster isn't much to shout about). There is one full-page ad, followed by four half-page ads, positioning their better advertising environment, ratings growth, demographic reach, HD offerings, and ability to deliver Hispanic listeners.
While it's easy to scoff at this effort, I think it's laudable. RADIO NEEDS TO ADVERTISE ITSELF! There, I said it. At a time when we all know we're getting our image bashed by competitors like satellite radio, as well as the mainstream press, we need to fight back. While it's frustrating to have to defend that radio only reaches 93% of weekly 12+ cume in America, the conclusion that radio's best days are behind it are getting set in stone where it matters most - among listeners and advertisers.
I'll let the programmers figure out how to capture the imagination of the listening public. But for those of us in sales and management, we've got our work cut out for us. We're seeing dollars shift to new media and away from radio at a troubling rate. We've got a great story, but we need to fight back as an industry. A little swagger wouldn't hurt either. Clear Channel's effort is nice, but something even bigger is necessary. Is the RAB listening?
Here's a sample of one of the ads (click for a larger version):