Does Radio Get ‘Screwed' on Madison Ave.?
In a pair of Jacobs Media/JacApps blog entries this week, “Why
Radio Gets Screwed” and “Why Radio Gets Screwed, Part II,” the broadcast
consultancy and app developer ruminates on a recent study which determined,
amongst many things, that ad agency honchos in New York might not be totally
attuned to the typical radio listener; therefore they may not be completely
understanding of everything that radio offers and how best to match advertisers
with radio listeners.
To put it bluntly, “Media buyers
are, in fact, not like real people.”
fact stands out readily: “In fact, while only 42% of these Madison Avenue
mavens listened to radio during the daylong test period, 80% of consumers
spent time with AM or FM stations during the same period.”
In a humble offering of a solution, JacApps suggests that the Radio
Advertising Bureau hand out tablets with radio station apps on them “to every
key player in the advertising industry — buyers, planners, account supervisors,
and even principles.”
The blog explains, “Showing that
radio belongs on the hottest devices of our time, and that the industry is
leaning forward when it comes to embracing mobileshould be Job One.” And that “Radio is making the
transition to digital, mobile and social platforms, and that’s worthy of
Ponder on your own.