Traffic Reports Online - Don't Laugh
|"Mr. Saperstein was talking the future to people who were watching their backs, and it was a tough sell."||
In the early eighties I worked with David Saperstein, helping to establish traffic reports in a non-traffic report world. To say it was like pulling whale's teeth is not an understatement.
Radio station managers in music formatted stations couldn't see the connection between airing traffic reports and an audience that could respond immediately.
Quotes from Ken. Year, 2004:
Online radio is being used by millions. Don't ignore it. It won't go away.
It's going to take more than the online radio industry is delivering
to get on the radar screen of media buyers.
Broadcast radio is giving media buyers reason to try other forms of
advertising, at the same time those buyers begin to see the benefits
of placing dollars online. Something's gotta give.
Ten years from now folks will look back on Apple's introduction of
the iPod converter for BMW cars as the focal point when MP3 music
began its mobile climb.
We're beginning to see the Internet chase local ad dollars.
Listened to your station lately? Anything appearing on air
that's triggering a "theater of the mind" in yours?
So far there's no mention of improving the programming
surrounding the commercial breaks. That will take money
- to hire back talent let go during consolidation.
If hardware is made available to plug cellphones into car radios,
look for a youthful generation to jump there instead of SatRad.
RAB2004 got underway yesterday. This Dallas gathering
of radio execs goes through Sunday, with too many seminars
to count. Unfortunately, only one has anything to do with
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