I hadn't seen anything by radio sales trainer Dave Gifford in ages until I ran across this post at RadioINK's website. In it "Giff" presents insights into the new era of ROI marketing and Radio's enviable advantage in today's media-mix environment. It's a "big picture" article you may want to print out and take home with you.
Dave opens with:
Sixty-one years ago, there appeared in Look magazine an article by Deac Aylesworth titled "Radio Is Doomed.” Didn't happen, did it?
If TV couldn't kill radio in 1949 -- at a time when, in massive numbers of small- and medium-sized markets, the price for one radio commercial was one dollar -- neither will Pandora, CBS' Last.FM, Clear Channel's iheartradio, Slacker Radio, iTunes, Facebook, Twitter, or Groupon!
If, that is, radio finally influences media selection, and if radio sells radio differently!
Anyone who sells radio advertising for a living will find plenty to ponder in Dave's timely and insightful piece. READ THE ENTIRE ARTICLE HERE...
