Forecasts, Warnings, and Comments - 5

Over 20 years of writing 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. Words came from the trenches, from real-world experience or from research provided by credible companies.

An observation: We continue to see the radio industry - online and off - attempt to do online with little innovation, and on the cheap.

In 2017, "audio" will become the normal reference to radio listening - coupled with a growing distaste for bland commercials.

One question I'd like to see discussed: At what point will we see this online audio industry move towards cost-per-action ad pricing, in the same way search engines made the move in 1998?

Here are some observations made over the years.

Ken Dardis
Comments from Ken:


April 18, 2005


There is a whole generation that's attached to its cell phone. Now that we're seeing radio show up on it, watch how quickly listening to radio on your cell phone defines the person whose pocket it's in.

Feb. 23, 2006


Radio air talent should be required to interact with listeners via station chat rooms [the emerging social media]. Moreover, this should be an added daily shift of, minimally, 45 minutes.


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.

Jan. 2, 2007


There will be a sea of change in how radio advertising is bought and sold over the next 12 months. At year's end, you will not see a total shift in how this side of the business is done. But, you will witness a new system establish itself for growth in the next few years.




Feb. 5, 2007

At many radio web sites only an email address (or a dreaded form) is listed on the page that explains advertising rates. Why any advertiser would spend money with a company that wants to keep itself hidden, until it can verify the sender of an advertising request, is an answer I'm still failing to come up with.











May 22, 2007




Re: The Pictured Above
Had he decided to become involved, the stations this radio group VP controlled would have shared in the names, addresses, telephone numbers, email addresses, and company names submitted for entry. Plus... this radio group would have become acquainted with, and introduced a digital radio/internet advertising system to local businesses. Radio would have become known as an innovator. Instead, when asked if his stations wanted to become involved in this online and kiosk-based contest that gathers data, the reply was "Not interested."



May. 15, 2008
The disclaimer here is that I own RadioAdvertiser.com. The person owning RadioAdvertising.com is a fellow named Eli. Neither of us have been approached by anyone [from radio] relative to these domain names, which is ironic considering the importance of a domain name and its content.


Aug. 19, 2008
There are thousands upon thousands of streaming radio stations that are not included in the numbers you see from comScore and Ando [now Triton Digital]. A few of these non-reporting station audiences would make what's reported by these two firms appear weak.


Dec. 23, 2008
No longer is media's responsibility to just deliver an audience. Now it must deliver results too. That's a demand which is coming from advertisers and agencies, and why 2009 will go to whomever provides the tightest set of numbers to back up their claims of media superiority.


Dec. 29, 2008
The heavy-hitter CEOs aren't coming up with grand plans to improve radio's much-complained-about content, they continue public argument over ratings systems, and there's little progress in how radio uses the internet.


Jan. 8, 2009

Showing clients how to better use the internet for marketing merchandise, coupling on-air mentions with online response, and becoming the go-to people for helping small businesses buy keywords in local search were some of the approaches suggested to radio execs.



More Forecasts, Warnings, and Comments:
1, 2, 3, 4, 6, 7, 8, 9

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