It’s broken and it can’t get up.
So, why are we still selling “spots” the same old way?
Why do we pretend that research “proves” people actually listen to 8 or 9 commercials in one stop set when we know we never would? How do we justify selling spots that end up 5th, or 6th or 9th??
Why don’t radio stations even employ a professional copy-writer?
Why do so few stations spend money on voice talent and production for the people who pay the bills, our clients?
Why don’t we build accountability into our packages to prove the results our campaigns produce?
Because it’s hard work, and it’s expensive, and it’s easier to pretend we don’t have this problem…