Forecasts, Warnings, and Comments

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Forecasts, Warnings, and Comments - 12

Over 18 years of writing these articles my goals were to report digital's impact on broadcast, to aid internet radio, and to help indie artists.

Comments were not based on guesswork. My words come from the trenches, after real-world experience or from research provided by credible companies.

A most important observation: The farther into digital the world gets the less radio executives listen. What follows are a few of the words placed before them to date.

Ken Dardis
President,
Audio Graphics

440-564-7437

Comments from Ken:

April 19, 2010	Radio is local. Local business owners interested in using this medium to reach their community need to find more radio related information online; when doing a search for anything related to radio advertising, radio ad buying, radio advertising creative, and radio's documented success. As of this morning, I found very little created by a radio group or other radio industry organization. This needs to improve.
May 13, 2010	The main thrust of the Audio Graphics/Borrell Associates survey is that fewer than 5% of 1,011 respondents had ever received or used a coupon sent via cellphone. Could it be that the cellphone is so attached to oneself that there's a rebellion brewing against ads forced, as [our 28 year old son] Jeff says, "...in my face, in my space." Advertising on hand-held devices could prove to be a little more than the masses will accept, forcing mobile advertising to fall short of its hype for the next few years.
Aug. 11, 2010	I'm wondering how executives in the typewriter industry responded when they saw the world changing. No, there's no need to wonder. We all know how those companies fared. Same can be said for the film and picture developing industries. All failed to change, and all are a memory.
Oct. 11, 2010	If we keep hearing "we're in the radio business" with nothing said about being "in a changing radio business," CPM, TSL, and revenue figures will remain flat.
Dec. 21, 2010	Speaking of online data in a world where media buyers demand a growing map of metrics showing campaign progress or failure, the whole of the radio industry - online and off - still ignores the call. Few are the numbers of people in radio who push this industry towards an accountable relationship with advertisers, even though it's possible to do with over the air campaigns, and easy to do with advertisers of radio web sites.