{"id":16583,"date":"2014-02-13T00:01:27","date_gmt":"2014-02-13T08:01:27","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16583"},"modified":"2014-02-12T23:36:02","modified_gmt":"2014-02-13T07:36:02","slug":"radio-advertising-effective","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/","title":{"rendered":"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED"},"content":{"rendered":"

\"radio<\/a><\/span><\/p>\n

Radio Advertising Solves Problems.<\/span><\/p>\n

But most radio stations devote far more time to landing a client’s business than to solving the client’s problem. <\/span><\/p>\n

If you’ve ever worked for a commercial radio station, then you’ve witnessed occasions on which someone “banged out” an advertisement in five minutes.<\/span><\/p>\n

That’s 300 seconds \u2014 including all the “research” (none) and rewriting (none).<\/span><\/p>\n

Which leads to the other weakness of relying on salespeople to write commercial copy:<\/span><\/p>\n

Time.<\/span><\/p>\n

I respect account executives.<\/span><\/p>\n

Being a radio salesperson is a full-time job. Personally, I think it’s the toughest job in the station. <\/span><\/p>\n

Even the minority who take their profession seriously enough to have learned how to write effective commercial copy<\/a> rarely have enough time to do it as well as they would like.<\/span><\/p>\n

They write “in between” copy — between calls, in odd moments snatched here and there. Hurriedly, always an eye on the clock.<\/span>
\n<\/strong><\/p>\n

Meanwhile, In The Big Leagues<\/span><\/strong><\/p>\n

There are famous radio stations, owned by huge companies, in America’s two largest markets. Heritage call letters, solid ratings.<\/span><\/p>\n

At the particular stations I’m thinking of, in Los Angeles and in New York, all of the advertising copy is written by salespeople. These stations employ no copywriters.<\/span><\/p>\n

Over the past year, some of the account executives at those stations have contacted me, asking for help. <\/span><\/p>\n

They’ve been given no training or education in advertising. <\/span><\/p>\n

Their managers (according to these A.E.’s) don’t know anything about advertising either. It’s all a numbers game: Make as many calls, contacts and presentations as possible. <\/span><\/p>\n

Just sell the damn spots. Get the business on the books.<\/span><\/p>\n

The actual commercials? Get what you need from the client’s newspaper ad. Or website. Or, in some cases, business card.<\/span><\/p>\n

That’s a disgrace.<\/span><\/p>\n

Small market station, low spot rate, untrained staff? I don’t condone the lack of a professional advertising copywriter there, but I understand it.<\/span><\/p>\n

But a big station in a major market? It embarrasses our profession.<\/span><\/p>\n

“But it’s a big station, you say? So whatever they’re doing must be working.”<\/span><\/em><\/p>\n

No, their programming might be working.<\/span><\/p>\n

But stations like that have a huge turnover in advertisers. The A.E.’s constantly to have find new clients to replace the ones that continually drop out.<\/span><\/p>\n

And, of course, those disappointed clients spend the rest of their business careers declaring, “I tried radio, and it didn’t work.”<\/em><\/span><\/p>\n

Some Bright Spots<\/span><\/strong><\/p>\n

There are some radio groups (large and small) that put their money with their mouth is when it comes to investing in commercial copywriting and production.<\/span><\/p>\n

I don’t mean just by hiring me or buying my radio advertising products<\/a>.<\/span><\/p>\n

I’m talking about major market stations that employ 6-to-8-person Creative Departments.<\/span><\/p>\n

And small market stations with a full time Production Director (not someone who doubles as a DJ), full time Creative Director, and full time Copywriter.<\/span><\/p>\n

I\u2019ve had huge, major market station groups inquire about my seminars only to tell me later, \u201cWe just can\u2019t afford you.\u201d<\/em><\/span><\/p>\n

And I\u2019ve had small market stations fly me across the continent to work with their staffs and clients.<\/span><\/p>\n

To be fair, it should be mentioned that those small market stations can<\/em> afford to bring me in…or to employ several full time employees for the sole purpose of creating commercials. <\/span><\/p>\n

They can afford to because they make more money than similar sized competitors who don’t care as much.<\/span><\/p>\n

On the other hand, a while ago I did meet one very unhappy, disillusioned, bitter full time copywriter.<\/span><\/p>\n

He works for a radio group in a Top 50 market. Seven stations.<\/span><\/p>\n

Fifty-six salespeople.<\/span><\/p>\n

No copy deadlines.<\/span><\/p>\n

And he writes all the commercial copy.<\/span><\/p>\n

I really couldn’t help him. <\/span><\/p>\n

He has to support 56 salespeople with no infrastructure, no system, no rules to give him at least a fighting chance of turning out decent (i.e., money-making) copy?<\/span><\/p>\n

All I could suggest were Excedrin, Maalox, and relaxation therapy.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Radio Advertising Solves Problems. But most radio stations devote far more time to landing a client’s business than to solving the client’s problem. If you’ve ever worked for a commercial radio station, then you’ve witnessed occasions on which someone “banged out” an advertisement in five minutes. That’s 300 seconds \u2014 including all the “research” (none) […]<\/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-16583","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED<\/title>\n<meta name=\"description\" content=\"Most radio stations devote far more time landing a client's advertising business than to solving the client's business problem. That attitude shames us all.\" \/>\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\/2014\/02\/radio-advertising-effective\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED\" \/>\n<meta property=\"og:description\" content=\"Most radio stations devote far more time landing a client's advertising business than to solving the client's business problem. That attitude shames us all.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2014-02-13T08:01:27+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/Ashamed-50.png\" \/>\n<meta name=\"author\" content=\"Dan O'Day\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:site\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan O'Day\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED\",\"datePublished\":\"2014-02-13T08:01:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/\"},\"wordCount\":655,\"commentCount\":1,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2014\\\/02\\\/Ashamed-50.png\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/\",\"name\":\"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2014\\\/02\\\/Ashamed-50.png\",\"datePublished\":\"2014-02-13T08:01:27+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"description\":\"Most radio stations devote far more time landing a client's advertising business than to solving the client's business problem. That attitude shames us all.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#primaryimage\",\"url\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2014\\\/02\\\/Ashamed-50.png\",\"contentUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2014\\\/02\\\/Ashamed-50.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2014\\\/02\\\/radio-advertising-effective\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\",\"name\":\"DAN O\u2019DAY TALKS ABOUT RADIO\",\"description\":\"Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/danoday.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\",\"name\":\"Dan O'Day\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/author\\\/assistant\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED","description":"Most radio stations devote far more time landing a client's advertising business than to solving the client's business problem. That attitude shames us all.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/","og_locale":"en_US","og_type":"article","og_title":"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED","og_description":"Most radio stations devote far more time landing a client's advertising business than to solving the client's business problem. That attitude shames us all.","og_url":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/","og_site_name":"DAN O\u2019DAY TALKS ABOUT RADIO","article_publisher":"https:\/\/www.facebook.com\/DanODayRadio","article_published_time":"2014-02-13T08:01:27+00:00","og_image":[{"url":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/Ashamed-50.png","type":"","width":"","height":""}],"author":"Dan O'Day","twitter_card":"summary_large_image","twitter_creator":"@Dan_ODay","twitter_site":"@Dan_ODay","twitter_misc":{"Written by":"Dan O'Day","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#article","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/"},"author":{"name":"Dan O'Day","@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"headline":"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED","datePublished":"2014-02-13T08:01:27+00:00","mainEntityOfPage":{"@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/"},"wordCount":655,"commentCount":1,"image":{"@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#primaryimage"},"thumbnailUrl":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/Ashamed-50.png","inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/","url":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/","name":"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#primaryimage"},"image":{"@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#primaryimage"},"thumbnailUrl":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/Ashamed-50.png","datePublished":"2014-02-13T08:01:27+00:00","author":{"@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"description":"Most radio stations devote far more time landing a client's advertising business than to solving the client's business problem. That attitude shames us all.","breadcrumb":{"@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#primaryimage","url":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/Ashamed-50.png","contentUrl":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/02\/Ashamed-50.png"},{"@type":"BreadcrumbList","@id":"https:\/\/danoday.com\/blog\/2014\/02\/radio-advertising-effective\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/danoday.com\/blog\/"},{"@type":"ListItem","position":2,"name":"RADIO OWNERS AND MANAGERS WHO SHOULD BE ASHAMED"}]},{"@type":"WebSite","@id":"https:\/\/danoday.com\/blog\/#website","url":"https:\/\/danoday.com\/blog\/","name":"DAN O\u2019DAY TALKS ABOUT RADIO","description":"Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/danoday.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c","name":"Dan O'Day","url":"https:\/\/danoday.com\/blog\/author\/assistant\/"}]}},"_links":{"self":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/16583","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/comments?post=16583"}],"version-history":[{"count":3,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/16583\/revisions"}],"predecessor-version":[{"id":16587,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/16583\/revisions\/16587"}],"wp:attachment":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/media?parent=16583"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/categories?post=16583"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/tags?post=16583"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}