“The definition of insanity is doing the same thing over and over and expecting different results.” - Benjamin Franklin
"The definition of insanity is doing the same thing over and over again expecting different results." - Albert Einstein
“The definition of insanity is doing the same thing over and over again and expecting different results.” - Unknown
I’m a radio junkie. I fell asleep every night with a Magnavox AM transistor radio under my pillow. I kept a list of every station I tuned-in from age 14 through my freshman year in college. My mom used to iron Dick Purtan’s shirts. I was an avid Warren Pierce fan in 1970 and made several appearances on WJR (The Great Voice Of The Great Lakes) while in high school and college. Then one afternoon in the early spring of 1972 WJR’s afternoon guy (Jimmy Lance) told me I had a good radio voice. Goodbye marine biology – hello love of my life. I'm not sure anyone would let a debate team from Lake Superior State take over the airwaves for 20 minutes during drive time but Jimmy did and the rest is personal history.
After working at the campus station I managed to stumble my way through a few minutes of AP wire copy and landed a job with WSOO in Sault Ste Marie. My first day on the job as a paid DJ was January 22nd 1973. For the historically challenged that was the day President Lyndon Johnson died.
Now on to the point of my rambling
In 1973 radio only claimed about 6 or 7 percent of the advertising dollars in the United States. Chicken feed. Of course back then the sales mantra included gems like: Radio goes everywhere. Radio reaches over 98% of the population each week. Radio reaches all ages. Radio is the medium consumers listen to closest to the time of their major purchase of the day. Radio is immediate…..
2004 - I still twirl the dial in the middle of the night listening for those magical distant call letters coming through the static and radio claims a whopping 7% of radio revenue. The industry is still talking about how radio goes everywhere. Radio reaches over 98% of the population each week. Radio reaches all ages. Radio is the medium consumers listen to closest to the time of their major purchase of the day. Radio is immediate….. blah – blah – blah.
Will we ever learn? It’s not about convincing people to buy our stations. It’s about helping clients achieve their long-term goals - to succeed in an ever more competitive marketplace There are Radio people – (I’d like to think a growing number) – who realize the insanity of doing what’s always been done. These visionaries are focusing on the client first knowing the bottom line will follow. Unfortunately there are still plenty of people in the business who would rather run around in circles chasing their tail.
If you want to stop the insanity and change the world, check out a new course exclusively for radio managers, sellers and radio creative people to be held at the Wizard of Ads Academy in November. I’m putting my money where my mouth is and have teamed up with Ron Covert to present a dynamic strategy to improve results for radio clients.
Come on in - the water's fine.