How Low Can You Go?

Ok, pretty low…


Low price is the refuge for the marketer who doesn’t have anything more meaningful to offer.

We can blame it on Cumulus.

We can blame it on iHeart.

We can blame it on agencies, and cost per point, and the budget number you have to hit today.

On and on and on.

It doesn’t matter who you blame.

The truth of Seth Godin’s quote above remains, regardless of who’s to blame.

Until we, all of us, all of Radio, come to grips with this, we’re going to get less of the advertising pie than we could — if we worked as hard on creating an amazing, compelling, impossible to ignore product — including the ads we sell — as we do on reasons everyone else is pulling us down to their level.



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