KNOCK KNOCK.....ANYBODY THERE?
Well, the 2015 figures are in, and once again, the number of people listening
to Radio in the United States is up...a stunning 245 million. That's per week!!
Nielsen reports that this number is an all time high. My question, among many
is, what is being done by the Radio media to utilize these listeners? What is
being offered to keep and sustain this audience? The NAB does little it seems.
If you do see or hear any promotional material, it's usually dull or poorly
produced. Not since Stan Freberg's award winning Radio promos of the 1960's
has there been any advertising extolling our virtues or advantages over other
forms of media competitors. Radio has been usually very good at selling air time
to advertisers, but it does a lackluster job at selling itself. Nielsen also points out
that Hispanics and Blacks listen more than any other group. I wonder why it is
that they find Radio more enjoyable than other groups? And why doesn't Radio,
the NAB or other pro Radio associations do more to attract and keep more of
these so called "other groups"? Once again, Radio in general, has abdicated
it's responsibility as a media leader, and allowed the internet to take that role..
slowly but surely. Radio in many markets today do little advertising to attract
listeners as in years past. I know in my area of Southern California, I see little,
if any; billboards, bus signage, television spots or newspaper ads like was seen
in years/decades past. As my Mother used to say: "if you don't knock, nobody
will answer. How true Mother. So, here they are...245 million people wanting
to listen, now it's Radio's turn to steer them in the right direction-YOUR
direction. Here's my new version of the old "knock-knock" joke:
#1 "Knock Knock!"
#2 "Who's there?"
#1 "Radio."
#2 "Radio who?"
That's what I want to know. And That's my RadiOpinion..what's yours?
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