Saturday, September 14, 2013

Quality Is As Important As Quantity

Irritating commercials are becoming an increasing cause of listener tune-out. 

The quality of the commercials is more of a potential tune-out than the quantity.

Today, the greatest missed opportunity in radio is to produce spots that are clever, ear catching, compelling for listeners to hear and compelling enough to move product for the client. 

When it comes to local “in house” spot production we turn out a lot of “average” spots. A trend as winning operators consolidate is to have a full time production person who does nothing but sharpen the production images for all of the companies properties. 

If I were a General Manager, I would invest more in a Creative/Production department.  I would want to have better spots to lead off my spotsets and create demand in my station’s creative department.
Be known for great production.  Your TSL will go up (ratings) and make your station in demand for production (revenues)!

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