Forecasts, Warnings, and Comments

Sunday, December 21, 2014
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Forecasts, Warnings, and Comments - 2

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:

Oct. 13, 2000	Traditional media hasn't responded to how people use new media, except to try placing the old way of doing things on the Internet. It hasn't worked, and won't work, because folks use the Internet in a different way than they've ever used radio, tv, or newspapers. The message behind the warning is old media needs to do a better job of fitting in. Simply shifting the way we gather an audience, without shifting the content or delivery style, will not fit the two-way interactive nature of new media.
Dec. 19, 2000	Arthur Andersen now says one-third of company executives feel the Internet marketplace plays a 'crucial' role in their overall e-business strategy, and 50% feel the marketplace will offer a chance for competitive position 'within 12 months'.
July 18, 2001	When do you go over your station's web site logs? Then, once you do, what action is taken to respond to what those logs tell you? Now there are attempts to establish an e-metrics system which sharpens response of site visitors: page visits, duration of visit, anything the user is willing to tell you. Sometimes you must revamp what's there to improve browse-to-buy ratios (all users are buying something, even if they use time as payment).
March 31, 2003	Like millions of educated people across America you've probably increased time spent online, the number of sites visited, and the credibility you give to what is found online. You have become an habitual net user. Don't think advertisers haven't noticed.
Aug. 7, 2006	Radio needs to clean up its advertising act and regain lost credibility. It needs to start producing commercials using better copy, with better execution. Radio needs to start telling clients what is wrong with a commercial when that client squeezes 80 seconds worth of copy into 60.