Before that, media buyers complained that it was too complicated to buy radio and asked the medium to speak with one voice.
Now that we do, how's it going?
What I know about the national rep business can fit into a thimble other than the financial crash of 2008 seemingly took it down, only the strongest one survived and if David Kennedy ever writes a book, I'll snap up one of the first copies.
My perspective is formed primarily from what I hear from regular communication with Market Managers and National Sales Managers at client stations. Judging from the cost per point levels of today's national buys, it seems like our voice is coming out as a whisper, pretty much dictating to radio stations what they need to do to get on the buy in a take it or leave it fashion.
Share of media day charts 2012RAB on this side of the pond also convincingly demonstrates that radio's rates, based on time spent with media, ought by rights to be almost five-seven times higher than newspaper rates today, second only to television!
Wouldn't it be forward-thinking if each group of stations had its own advocate at the national level pushing back against media buyers cram downs, actually SELLING our medium to decision-makers based on value and results, working to justify higher rates and growth of our piece of the advertising pie?