It's time for radio to realise it's the most valuable medium for advertisers - and start charging accordingly.
It's been five years since Austereo CEO Perer Harvie appealed to radio networks to stop competing against each other and unite against common enemies. Today there's more competition- but it's not as tough as we think.
A reputation for trust is very hard earned. And quickly lost.
Regardless of all the problems radio has competing for advertising dollars and attention, trust is not one of them.
Many marketers and media agencies don’t even consider radio in campaign planning because it’s seen as old-fashioned.
That just means it doesn’t suffer from any of the new problems digital advertising has inflicted on marketers.
This is a great article from Eric Rhoads, who publishes the US radio industry magazine Radio Ink.
We've added the word "Australian' to the title because Eric's comments are equally relevant to the Australian radio industry.
A link to the original article - published Friday 26 June 2015 - is at the bottom.
Marketers and advertisers have again hijacked a word and given it their own meaning. For them, content is about finding stuff and re-distributing it; it’s not about generation or creation.