In a micro-market world
Seth has been beating this drum for a long time now.
And where I agree with him most is at the very end: “…it’s better to be important, to be in sync, to be the one that’s hard to be replaced. And the only way to be important (like that) is to be relevant, focused and specific.”
There are a lot of problems with radio’s ratings system, not the least of which is they are quantitative (and not very accurate at that, if you believe Richard Harker) in a world that is becoming increasingly qualitative.
One sure thing which has always been true: Be irreplaceable.
Be so remarkable every time I listen that I listen for you, rather than in spite of you.
And if you’re on the Sales side of this relationship, you’d better be working on creating real solutions for your client’s problems (as opposed to selling spots), or you’ll find yourself scrambling harder for an ever-shrinking part of the advertising pie.