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

TiVo loyalty evaporates

Now requiring a 1-year service contract, TiVo is gradually pricing themselves out of business, and it's more than a money issue for users. When it becomes too costly in terms of convenience and freedom, subscription growth will slow, and hardened TiVo nuts like me will stop using their settop boxes in lieu of MythTV and other Open Source platforms.

The first big news out of the TiVo camp in a long time was their decision to allow networks to "red flag" shows, which can limit when a program can be watched, how long it can be saved to the hard drive and whether it can be copied using the TiVo-To-Go feature.

TiVo has been extremely easy to use, and that has been its major selling point all along; no one who tried it didn't love TiVo. But the limitations just got to be too great for this to be a viable product in my home. One example is its proprietary file format. I want standard MPEG files that you can import/export/edit and save as long as I damn-well feel like it.

My loyalty for TiVo is gone. I predict that I will be using MythTV in 2006.

BetaNews | TiVo Institutes 1 Year Service Contracts