{"id":14623,"date":"2013-05-01T00:01:54","date_gmt":"2013-05-01T07:01:54","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=14623"},"modified":"2013-05-01T00:00:22","modified_gmt":"2013-05-01T07:00:22","slug":"radio-station-shame-trade-ad","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/05\/radio-station-shame-trade-ad\/","title":{"rendered":"RADIO STATION SHAME: “It’s Just A Trade Ad”"},"content":{"rendered":"

From a radio station copywriter:<\/span><\/strong><\/span><\/p>\n

“Earlier this week, an account executive at one of the top stations in a top ten market turned in a piece of paper with two words scribbled on it: ‘Heritage Golf.’ <\/span><\/p>\n

“Nothing else. <\/span><\/p>\n

“Golf course? <\/span><\/p>\n

“Golf store? <\/span><\/p>\n

“Golf range? <\/span><\/p>\n

“What is it? <\/span><\/p>\n

“Where is it? <\/span><\/p>\n

“From this he would like me to write a 60-second masterpiece. <\/span><\/p>\n

“I called him and asked for more information. He told me, ‘Google it!’ and hung up. <\/span><\/p>\n

“I then went to the Production Director, who said to me, ‘Well, he is one of our top sellers’ and went back to work. <\/span><\/p>\n

“So I e-mailed the Sales Manager and told her the story. She flipped out! <\/span><\/p>\n

“The Sales Manager called the A.E. on it. <\/span><\/p>\n

“The A.E. then complained to the Production Director. <\/span><\/p>\n

“Did the Production Director support me? Oh, absolutely not. He told the sales guy —\u00a0 with me standing there — ‘I’m sorry. It’s just a trade ad. We can do it. I don’t know why she’s being so difficult.’<\/span><\/p>\n

“By the way, if you Google ‘Heritage Golf,’ you get 824,000 results. I think I’ll just pick one and write the spot.”<\/span>
\n\u00a0<\/span><\/p><\/blockquote>\n

Every day, salespeople are told by prospects, “I tried radio…and it didn’t work.”<\/span><\/p>\n

The next time someone tells you that, you can thank that major market Account Executive and that major market Production Director.<\/span><\/p>\n

“Just a trade ad”? Is that what they told the advertiser when they arranged the deal?<\/span><\/p>\n

Did the Account Executive say, “Okay, in exchange for membership in your golf club, we’ll give you a worthless commercial”? <\/em><\/span><\/p>\n

Was the client told, “You give us a $15,000 membership, and we’ll throw together some piece of crap advertisement without any concern at all about whether it will help your business”?<\/em><\/span><\/p>\n

That Account Executive and that Production Director shame everyone who works in radio.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

From a radio station copywriter: “Earlier this week, an account executive at one of the top stations in a top ten market turned in a piece of paper with two words scribbled on it: ‘Heritage Golf.’ “Nothing else. “Golf course? “Golf store? “Golf range? “What is it? “Where is it? “From this he would like […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-14623","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO STATION SHAME: "It's Just A Trade Ad" - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2013\/05\/radio-station-shame-trade-ad\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO STATION SHAME: "It's Just A Trade Ad" - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"From a radio station copywriter: “Earlier this week, an account executive at one of the top stations in a top ten market turned in a piece of paper with two words scribbled on it: ‘Heritage Golf.’ “Nothing else. “Golf course? 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