Reditorial: Bean Counters Know Beans About Radio

“Most radio stations today are spending a fortune they don’t have, all chasing the same ever shrinking sliver of the audience. In the meantime, generations that have grown up on radio and still consider it important in their lives are begging for programming that appeals to them. Yes, it’s a more difficult demo for radio to sell and, yes, the ad rates for the demo are lower, but all that can be offset by the reduced expense of competing in such an uncrowded field for a well-heeled audience that is so starved for attention.” – Bob Dearborn

I love this quote.  It is so well written and apt for this age in which we live.  It is my own personal experience with listeners or would-be listeners that they are frustrated with the blandness of radio. Many have abandoned the medium in favor of other means of communication.  The main problem is the business is run by accountants who don’t understand why certain on-air personalities make so much money. They question why anyone should make more money than them. Therefore it is a simple formula. Cut out the highly paid personalities, replace them with lesser lights, and the profit falls to the bottom line. But that is not all that falls: ratings and listenership falls.  The truth is… they just don’t get it.

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