I’m sitting at RAB’s seminar at Rival. The speaker just defined “marketing effect” as how many people had noticed a campaign. WTF? I notice the bums in the park, burglars in my bedroom, and the tax collector too. But that doesn’t mean I want to develop a close relationship, do business with them or represent them.
What year is it, anyway?
I’m not saying that radio is worthless by any measure, but the REAL benefit of radio isn’t its power to disturb, is it? If I were RAB, I would have listened to Anita Dunn yesterday who talked warmly about the benefits of radio in terms of intimacy.
NPR (national public radio) has doubled their audience size since ’98, have opened new bureaus while newspapers and tv channels have closed theirs. (They have more of them than CNN now). They’re non-profit and the only ads you hear on the air are 10 second mentions of the company or foundation that supports the programming. I pay for it voluntarily. Radio is killer when you keep the irrelevant intrusions out.
http://www.fastcompany.com/magazine/134/finely-tuned.html
Awesome comment Magnus! Need to check that out right away.