RAB CEO Battle Cry: ROI over CPM; Use New Media More

My day job is coodinating new media products for listeners of seven midwest radio stations, then developing marketing partnerships to support those products.

As a matter of necessity, I pay close attention to industry analysts, listeners, web visitors and my customers.

When Gary Fries, the president/CEO of our industry's trade organization, says we need to move faster toward digital advancements, he does so after a quarter century of pressure by all segments to get with the ages.

Electronic invoicing and audience measuring tools are desperately needed, and all of the individual elements need to speak the same language. Gone, or soon to be, are some of the most antiquated systems for quantifying the value of broadcast and new media to advertisers and their agencies. Instead of simply showing how many people are being reached, we need to demonstrate with a good level of accuracy a genuine return on marketing investments.

I have always believed my industry has been 15 to 20 years behind the digital curve. While it's getting better in the midst of consolidation, much of the local leadership needs to be open for more rapid change.

We are leaving behind a century of blind arrogance and our sites are set on digital agility & accountability. Who's staying & who's coming with us?

Radio Sales Today