If you’re in the Radio Business and aren’t reading Mark Ramsey’s “Radio Marketing Nexus,” you’re missing out on one of the most insightful guys in the business. His recent post, “How To Embarrass Yourself” is right on the money.
The typical “Tween” spends less than 40 minutes a day listening to the radio. So the likely hood that these kids are listening to FM on their iPods is a real stretch. The real issue is how a radio station can make itself relevant to its audience. 40 minutes a day is pathetic.
There are storm clouds on the horizon and everyone from advertisers to agencies to radio stations knows it. But the lessons apply to all businesses. Just because you say it with authority doesn’t make it true. Hype and BS are poor substitutes for realism and gritty truth consumers demand.