Let’s face it. Doing radio is harder today that it has ever been.
- Short attention spans.
- PPM demands for excellent second to second execution with no wasted time that could cause a lost listener.
- More usage of multi-media for music and info that means radio’s once exclusive lock on basics no longer exists.
Hardest of all these days is self-promotion. It has never been more crucial to build and own core usage-driving images, but the audience won’t sit still for anything that sounds like a sales pitch.
- Writing must be crisper than ever, every bit of production has to improve flow.
- Everything has to be believable, reinforcing values of the target.
- Momentum and brevity should be baked in.
Anyone who still believes that radio was better yesterday or simpler to execute now doesn’t understand the skill level required to be a market leader in 2014.
No comments:
Post a Comment