Greater Media's CEO Peter Smyth has penned another article taking on traditional radio tactics. He chastises peers (and other industry executives) who find it difficult to understand the current media transition. An excerpt from this reads: "I find it inexcusable that radio stations and clusters are still discounting for share. Some operators are so mired in the past that they believe a cheaper spot rate and valued-added are the only way to protect their revenues."

"Radio needs people like Mr. Smyth and NAB's David Rehr."

Mr. Smyth is a smart man who sees how radio is missing (has missed?) the boat in this first round of change. He's smart enough to know that "change" is an on-going process; that anytime you care to jump on board you can learn why others have already joined in the change.

Radio is a far cry from adapting itself to new media. So far, the resistance isn't so much a resistance to change as it is an avoidance of the unknown. Sticking with concepts that have become familiar, yet are obviously failing, is a status quo condition that the radio industry must break away from because it is exactly what is holding radio back. A short list of these "stay the course" actions include: HD Radio being sold as an improvement in sound quality when the audience is yearning for improved programs. "Talk" about radio improving its online presence, when a trip to literally any radio station web site shows antithesis to good web site designs. (With equal disdain, I'll throw out my opinion that making online users sign in to listen is an even worse move.) A lack of action from nearly everyone in the radio industry, except NPR, against recent Copyright Board Royalty rate hikes. The silence from non-response is deafening. Radio needs people like Mr. Smyth and NAB's David Rehr. But, are radio's top executives listening to them? I received a call from my friendly Google Audio sales rep yesterday. Actually, I've never met the woman. She was calling to see if Google's new Audio AdWords would help with any of the radio and online keywords ad campaigns I'm involved with. When's the last time I received a call from a local radio rep? Can't remember. Though I've just placed a nearly $30,000 radio buy in this town, and have placed many radio buys in the past, only one radio rep has ever called to ask for business. (Or, easier yet, sent an email inquiring if I'm looking to buy.) Email! There's another area where the radio industry is staying the course by staying away. Does your sales department have an email system in place that allows the contact of any client with a click? So, in my admiration for Mr. Smyth's attempt to educate, here's a short list of programs that you - as a person involved with the radio industry - need to know about. Because in the next five years they will become as second-natured in the advertising business as asking for an affidavit of performance is in radio today. Learn these systems over time. Then use them to produce better service to your clients and to prove that the status quo isn't good enough anymore. From Google: Google AdWords Learning Center Google Audio Ads Help Center Google Analytics Google AdSense Google Checkout Google Base Google Local From Yahoo! Yahoo! Site Explorer Yahoo! Store Yahoo! Product Submit Page Yahoo! Sponsored Listing Yahoo! Tutorial Yahoo! Search Marketing MSN MSN Live MSN AdCenter Misc. PayPal Salesforce Bid4Spots Online Radio Auction Bid4Spots Terrestrial Advertising Auction SWMX GoDaddy StreamAds

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