O problema da rádio é falta de RP...
«Is radio in trouble?
"No and balderdash," Ed Christian said in response to his own question on Saga Communication’s conference call. He says terrestrial radio needs better PR to counter the barrage from satellite radio - - and insists terrestrial stations still have a good story to tell. "Give us some credit," he said to Wall Street. Christian pointed to ratings gains for Saga stations in many markets from the Fall Arbitron book. But he doesn’t deny that radio has some problems that it needs to deal with. As an industry, Christian said radio failed to anticipate that some traditional ad categories would ever fade - - as is obviously happening right now with auto - - and didn’t do enough to acquire new business. He also echoed concerns expressed last week by Radio One COO Mary Catherine Sneed about some radio companies going after market share, rather than upholding price discipline - - a short-term strategy with dire long-term consequences. But while 2006 is starting off rough, with most groups reporting soft ad demand for January and February, Christian says radio is still a good business. "We have, as an industry, caught a cold, but it is not the flu and we are certainly not suffering from H5N01 [bird flu]," Christian said.» (fonte RBR news,
"No and balderdash," Ed Christian said in response to his own question on Saga Communication’s conference call. He says terrestrial radio needs better PR to counter the barrage from satellite radio - - and insists terrestrial stations still have a good story to tell. "Give us some credit," he said to Wall Street. Christian pointed to ratings gains for Saga stations in many markets from the Fall Arbitron book. But he doesn’t deny that radio has some problems that it needs to deal with. As an industry, Christian said radio failed to anticipate that some traditional ad categories would ever fade - - as is obviously happening right now with auto - - and didn’t do enough to acquire new business. He also echoed concerns expressed last week by Radio One COO Mary Catherine Sneed about some radio companies going after market share, rather than upholding price discipline - - a short-term strategy with dire long-term consequences. But while 2006 is starting off rough, with most groups reporting soft ad demand for January and February, Christian says radio is still a good business. "We have, as an industry, caught a cold, but it is not the flu and we are certainly not suffering from H5N01 [bird flu]," Christian said.» (fonte RBR news,
Volume 23, Issue 42, Jim Carnegie, Editor & Publisher, Wednesday Morning March 1st, 2006)
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