Step One: Stop Writing Your Own Spots

The following is the first of seven upcoming blogs on my suggestions as to how to fix radio so it thrives: 


Only in the smallest markets do newspaper salespeople design their own ads.

Only in the smallest markets do cable or TV salespeople produce their own spots.

Only the smallest of the small coupon mailers let the salespeople design their coupons.

Yet everywhere, from small market right through top ten, radio is perfectly content to let salespeople, interns and clients write and even voice their own spots.


Seriously, this has to stop now. The difference between trusting professionals to do the job and anyone else doing it is staggering. I'm not talking quality-- quality is subjective. I'm talking a total lack of design, a total lack of creativity (no matter how creative anyone thinks they are), I'm talking a total lack of understanding of how to integrate social and web based media into the message to make it stronger.

I just know what I see, having worked in creative for 25 years. And what I see is radio, in deep trouble. Revenues are flat or dropping, and it's all because clients no longer accept the idea of 'passive response'. They want their dollar paying off today-- and new media is delivering on that idea. We're not, especially with spots that don't get the job done, yet keep getting airplay

Want examples? I could fill the page. How about those who add the phone number / address to a spot that already features the web site mention, all because the client wants it? How about those of you who create those 'new' ideas about two women talking about where they got their great clothes for the kids?

It can't go on. We're in a new era, with new ideas, new techniques and most importantly--- new listeners. Our biggest change at BENMARadio has been to influence our salespeople to think more about bookend spots--- the 10 or 15's that open and close a stop set. They're quick, to the point, get the name out and the idea across--and listeners respond to them. Has YOUR creative staff kept up?  

This isn't about quality, ability, or about servicing a client-- it's simply and completely, as always, about talent and results. Clients stick with what makes them money. If they can measure their radio results, you've got a client. If they can't, you've got a problem.

Plus, you're talking about up to 18 units an hour being sold locally. That means your radio station is delivering up to 30% of it's air sound--THE ONLY THING IT HAS TO SELL--- to people who are not trained or paid to write and produce creative. Your livelihood depends on renewals---those numbers make renewals a challenge.

So---if you're an LSM or GSM, regardless of market size, you HAVE to quit writing your spots, unless you have a professional staff that's handling it. But if you believe in cutting the bottom line to the bone by eliminating your creative teams, if you believe it's part of your salesperson's job, if you believe an intern or part timer can help do it, you're on the fast track to the buggy whip museum. And I'm not  saying that because I have a vested stake in the industry--- I see it happening.

Radio can win this battle for market share and dominate again like it never has before. But you've got to step up, hire the talent and give them room to do what they do best,  to make you look good. This, is step number one to saving radio.

Next blog: Create an intern program featuring high school juniors and seniors or local college students.