Is Commercial Radio Really Dying? – Part II

Is business radio truly death? It positive turns out adore it. I began speaking about this a few months in the past and was once shocked by means of the reaction it won. Mostly from radio reps who really feel the squeeze of the “change/new income streams” perspective by means of the companies that personal large teams of stations in every marketplace. The new income streams are a need to fulfill reducing budgets and astronomical debt from the advance of the large broadcast teams.

It’s now not about promoting your product, all the point of interest is on the base line… now not that it hasn’t at all times been that… however it is modified. Instead of combating for his or her proportion of finances, their combating for proportion plus “interactive” bucks and non-spot bucks. Their gross sales quotas have turn into multi-layered monetary bureaucracy with their source of revenue hinging on assembly each unmarried standards.

Remember the times when the large gross sales pitch and the gross sales product from radio stations was once the “handiest 10 devices in line with hour”? It wasn’t lengthy ahead of you had been fortunate should you heard 10 mins of structure! Times have modified. Now radio reps have more than one merchandise to promote and their source of revenue is in keeping with how a lot of every product they promote. Below is a pattern of what you’ll purchase on radio nowadays.

Gone are the times the place the reps stored you knowledgeable of marketplace adjustments and the way their station had been proper for the customer. I do not believe they have got time to care anymore. It’s all about promoting the speed and handing over the base line to their bosses.

  • News/Weather
  • Traffic
  • Station Event
  • Web Banners
  • Website Promos
  • Mobile Apps
  • Text Messaging
  • Email Blasts
  • Special Features
  • Website Ads
  • Ask the “Whatever”
  • Non-Commercial Hours dropped at you by means of… you guessed it “Commercials”!
  • 30 2d spots
  • 60 2d spots
  • 15 Second Spots
  • 10 Second Spots
  • 5 Second Open/Close
  • “Cause” Sponsorships
  • Studio Sponsorships
  • Loyal Listener Clubs
  • Station Vehicle Sponsorships
  • Block Programming
  • Concert Sponsorships
  • Social Media
  • Online Videos
  • Streaming

The Radio Rep is DEAD… now we have now “Multi-Media Specialists”. Gone are the reps who informed you in regards to the marketplace and what was once happening. Gone are the reps who informed you in regards to the native promotions or the accounts shifting into the marketplace. We slightly see reps anymore, they do not have the time… we do get emails full of gross sales pitches, video shows and graphic award successful slide displays. I pass over the previous days when radio was once amusing and nonetheless a industry. I believe everybody has fond recollections, tales to inform in regards to the excellent previous days and mourns the loss what was. So, good-bye to the radio rep and actual radio and say hi to the brand new “if you wish to have it, we were given it” gross sales marketing consultant on multi-media. I want it was once nonetheless the times once they offered business time and you purchased the time to air the industrial.