This one hurts


And it hurts because it’s true!

Reach doesn’t matter, because your job isn’t to interrupt people on other planets, with other interests. Your job is to interact with people who care.”

“Running an ad on the most popular podcast isn’t smart if the most popular podcast reaches people who don’t care about you.”

“Perhaps it makes sense to pay extra to reach precisely the right people. It never makes sense to pay extra to reach more people.

Know who said that?

Seth Godin.

And he has enough clout to garner the attention we in Radio need to start trying another way to generate our revenue.