Monday, April 28, 2008

Radio Heard Fear



I’m a little late weighing in on the ludicrous Radio Heard Here campaign.

Please answer this question. Does NAB ringmaster David “Fumbles” Rehr have ears or is his ego really that large?

Did you read the press release? How full of it can one organization be?

Did you read the fact sheet? Find any facts in it?

Fumbles took a tumble with this one.

Here’s its problem. If it takes more than a minute to explain what Radio Heard Here means – the spot’s not going to work in sixty seconds.

The NAB calls Radio Heard Here “a comprehensive, multidimensional, multiyear initiative made possible by a partnership among the National Association of Broadcasters (NAB), Radio Advertising Bureau (RAB) and HD Digital Radio Alliance.”

Please.

There is no softer job in this industry than the one Fumbles has running the NAB.

Running it where? That’s another story for another time.

I like Jeff Haley, the CEO of the RAB but I wonder about his judgment when he’s quoted as saying, “We are seeing a renaissance in radio with respect to programming – programming that has become more versatile, more experimental and of a higher quality than ever before. This is an industry that is being bold, taking risks and engaging audiences in a variety of creative ways. And listeners are taking note. More than 90 percent of Americans say that radio continues to play an important role in their lives. Radio is not standing still, nor resting on our laurels. "

How's Jeff going to reply when someone says to him,"prove it?”

Since Radio Heard Here was announced amid chuckles and groans at the NAB convention, it’s been critiqued as one of the worst marketing slogans since, well, the HD Radio Alliance’s “it’s time to upgrade” un-catchphrase a couple of weeks earlier.

That’s the deregulatory radio way of thinking. There’s nothing wrong with radio that a slogan’s run can’t solve. Riiight!

And this is no ordinary slogan. It has to be the lamest slogan the radio industry’s ever come up with.

To think that the RAB, which is partially responsible for this lame Radio Heard Here shibboleth once made creative content like this one from the fifties with Sarah Vaughn singing “Who Listens to Radio.” But I digress. Creativity meant something back then.

In fact, I think the only great campaign ever created for radio was Stan Freberg’s – but, alas, we can’t use that one anymore since it was selling creative production techniques to play upon one’s imagination.

Radio doesn’t hire creative production directors anymore. They’ve been replaced by output specialists. How fast can you cut how many spots?

I pretty much agree with others who expressed concern and disgust over the Radio Heard Here campaign.

One item I will add is the slogan’s use of the word radio.

Before the NAB chose this slogan did they research anyone under forty?

I doubt it.

Had they, it would’ve been obvious that radio has become a negative word that grows more negative as the demographics get younger.

Don’t take my word for it. Ask your kids.

Go into any store that sells radios – Best Buy, for example, and ask the clerk what stations he or she listens to.

Go to a beach or a park or any other place you find young people gathered in groups. Where’s the radio?

The perception of radio is bad. That's what has to be turned around first - and you do that by improving the product. Repackaged you-know-what is still you-know-what.

This is the end result of delivering poor product to young people for over a decade.

Radio used to be a soundtrack to popular culture. Today, radio, especially formats appealing to the young, aren’t even close.

There are those researchers and consultants that claim radio’s problems stem from formats not being niche enough. Yet, look at any young person’s iPod playlist. See any niche?

True, there’s the occasional Goth that’ll only listen to a specific genre of music. Is that an exception – or the rule?

Research can be manipulated to say anything you want it to.

I got a chuckle out of brand strategist Kelly O’Keefe telling the Clear Channel-owned Inside Radio that his group “…tested more than 30 logos and had a very strong positive response to (the one they are using).” He claimed that 74 percent of respondents in his focus group found the logo “energetic.”

Energetic?

When was the last time you hear someone under fifty use that word?
O’Keefe continues, “The next highest reaction words were “alive,” “bold” and “fresh.”

Who was he interviewing? Music of Your Life listeners?

I’m over fifty. Well over fifty – and those words don’t speak to me.

You got some 17 year old to say radio is “bold?”

I’m supposed believe you, right?

It wasn’t a total loss. O’Keefe did have one direct hit in his research.

“When we pushed it too edgy, we lost the young audiences. They said that’s not what radio is.”

But before you think he was starting to get it, he added, “We need to take it one rung of the ladder at a time. You can’t just jump to the top or you lose consumers.”

Lose consumers? Kelly, my boy, you’re supposed to be trying to find them.

Think about it. If you’ve been in this business long enough, you’ve probably worked with a research company that asked you, “What are you hoping the research will tell you?”

And wouldn’t you know it? That company's told you exactly what you wanted to hear.

I’ve dealt with the best and worst in research companies. There are those that tell you what you want to hear and those that tell you what you really need to know. I respect the latter, I abhor the former.

You should, too.

One of my favorites was “Detroit-Philadelphia? Same lunch-bucket market.” That’s to say that the music and lifestyle influences in Detroit were identical to Philadelphia’s. An over-his-head manager hoping to earn brownie points with his new superior by claiming he could save research costs by pilfering information from another market was the reasoning behind that statement.
*
Since then that station has gone through four format changes.

Keep in mind that research and its mathematical formulae determine results by looking backward while life is lived forward. You’d better know where you want to go, have the right people in place to take you there, and use research as a map to guide you in the right direction. 100 percent ground zero research rarely achieves results.

I’ve suggested to Internet stations I've worked with to drop the word radio, if possible, and increase the use of the word streaming, especially when programming content appeals to young demos.

If radio wants to sell itself – and it should since you can’t prove you can sell anything unless you can sell yourself – yank those hideous HD Radio promos off the air right this minute.

If I sold against radio, I’d show that the HD Radio Alliance was radio’s heaviest advertiser – and in spite of its tonnage – couldn't sell HD radios. That's according to real research, as opposed to Critical Mess, er Mass. Only 24 percent know about HD Radio – and that’s down two percentage points from last year.

I was reading the Boston Herald this morning and came upon this quote from actor Ricky Gervais. He’s shooting a movie, This Side of the Truth, in Lowell, and was joking about his acting. The Herald quoted from his blog, “I am turning in some very shoddy work. This won’t even go straight to DVD. This is going straight to radio.”

That’s a joke, son.

Found! The lost "Wrath of the Buzzard II"

52 comments:

PocketRadio said...

I can't decide which is the bigger joke, Fumbles with "Radio Heard Here", or Bilk-o with "It's Time to Upgrade". "Radio Heard Here" means absolutely nothing, while at least "It's Time to Upgrade" attempts to confuse consumers with the mandated 2009 digital TV changeover. It must be all of the alcohol and prostitutes at these NAB/Alliance conventions, that they come away with such deep slogans - nothing but empty suits.

Anonymous said...

This seals it. The dopes running radio are dumber than I thought. They think a slogan is all that it takes. I don't know how they explain the failure of one HD radio campaign after another. Oh, I got it. That is called denial. Improve the product first, then do the campaign. Not the other way around.

Anonymous said...

And now there is in car navigational systems with traffic features. About the only time I turn the radio on is to listen to the traffic report when I go to the big city. Most times it is wrong, so Sirius or the ipod goes back on.

Anonymous said...

Why do you even care about a PR campaign?

I think you're looking for things to be mad about.

PR campaigns, especially those from trade groups, are so much hot air passing high above the ears of the general population.

No one is payng attention except the haters.

Anonymous said...

We ran all those stupid spots for HD radio and even fewer people are aware of the product than two years ago?

The blame:

1. The product. No need, no demand. Technical problems galore.

2. The image. More radio brought to you by the same people that ruined it.

3. The creative. The spots sucked. They were embarrassing and hopelessly out of date.

4. Availability. Most retail outlets that were pitched did not have them in stock. Those that did like Radio Shack and Sharper Image could not get them to work in the store.

Solution: Pack it up.

paul vincent zecchino said...

John -

Yeah. Me too. Over fifty. No hair. Don't need hair to enjoy radio. Need compelling content. Compelling content 'heard here' is outa Habana, Cuba. Playlist? Infinite. Announcers speak Spanish. I don't. Why listen? They don't yap as do stateside carnival barkers in emetic "How'm I doin'? Whaddaya thinka me now? Can you hear me inna back?" style.

Were choices limited to US broadcasters, radio would be off.

Radio Heard Here? They serious? Not a tad sheepish?

Do el Fumblito and Maximo Bilco recall a childhood lesson about ankle biters who step in high-viscosity foul smelling substances? Weren't they told, scrape it from one's Keds outside, rather than track it on the Atlas Bucron rug?

Why does HD yet befoul airwaves with its shrieking noise? No one wants HD any more than they want pooch-leavings in the foyer, let alone the butler's pantry. Yikes!

Right. Guess that makes me a 'hater'. Ah well.

Paul Vincent Zecchino
Manasota Key, Florida
29 April, 2008

Anonymous said...

My kids ages 14 F and 17.5 M do not listen to the radio ever. They get their new music from friends, recommendations, sampler CDs in magazines and internet radio playlists. The 14 F was a pop princess and is now getting interested in aaa lyrically strong music and the 17.5 M has gone from classic rock to alternative rock to a mix of classic alternative rock from 1980-90, early rock by Dylan, Clapton, Winwood,Hendrix and mid period Beatles, Rolling Stones and new rock like Spoon and Death Cab for Cutie. My wife and I can listen and enjoy almost everything they like. It was not like that with our parents music.

No niche in this house.

Anonymous said...

1. stop playing music as a format.
if a song is cool or has buzz, it'll make a great bumber while you....
2. talk about stuff that means something the people in your community. name names and places... "Joe's market bread prices went up a whole dollar in the last week" , and report news that means something to your local community. Not politics..actual news.
3 Want young folks? Give them a show to talk about high school culture or something and a blog on your site.
4. did I mention stop trying to play music?
5. Ignore the nab and the rab for that matter
6. sell results with ad frequency and ignore arbitron.

-the end



Do nothing unless it means something to the people in your town .

Anonymous said...

I think it should have been named: "Radio-Turds Here"

Anonymous said...

Just because it's going "straight to radio" doesn't mean they'll play it.

Radio has been the butt of jokes for a few years now especially with the young. Can you blame them?

Radio is a dirty word to many young music fans and it should be considering how it pays little respect to its audience.

The NAB ought to wisen up and do some real research sometime to see how off they truly are.

Anonymous said...

What Fumbles Rehr should have really said at his NAB opening speech is that radio has lost its way and needs to get back on track quickly or it will not survive the next decade. That my friends is a fact. The younger demographics are not listening and those 18-24s are now 25-34. How many generations are you going to lose?
Instead of hiding behind slogans and inane campaigns DO SOMETHING ABOUT THE PRODUCT!

Anonymous said...

"DO SOMETHING ABOUT THE PRODUCT!"

Maybe you're not in broadcasting, but the NAB isn't involved in programming. That's not their gig. So telling the NAB to do something about the product is like complaining to George Bush about the price of gas. He can't do anything about that either. Although he acts like he can.

The real question is: Do you actually want the NAB to do something about the product? Do you want the brains behind this PR campaign to choose music and hire DJs? Do you want them to create new formats?

Be careful what you wish for.

Anonymous said...

“Radio Heard Here” makes no sense what so ever. That slogan might have been relevant to consumers in 1930, when the medium was new. HD Radio Heard Here would actually be a great campaign. Spin can be entertaining, but it can also place people and organizations in danger of being out of touch with the world around them. Just look at your senator, General Manager, PD or Sales Manager.. They’re all out of touch and actually believe their own bull. Truth be know, they’re really afraid of the future.

When a man has something of value to lose, he’ll risk less and by doing so will forever be stuck in the past. When a man has nothing to lose, he’ll gamble everything and his rewards for taking risks will propel him into the future.

The current crop of radio leaders, are stuck in the past and afraid to take risks.

Anonymous said...

"The current crop of radio leaders, are stuck in the past and afraid to take risks."

I bet if you were willing to take a few risks with your own money, all of them would gladly turn over the leadership reins to you.

Anonymous said...

"I bet if you were willing to take a few risks with your own money, all of them would gladly turn over the leadership reins to you."

Excuse me. This is not THEIR money. These are public companies who wrecklessly spent shareholder dollars trying to buy up stations while forgetting that they would have to manage them. That is the problem. Ineffective leadership from people who took great pride in spending other people's money.

Anonymous said...

"....but the NAB isn't involved in programming. That's not their gig. "

True, but they provide the lobbyists for the radio industry.

"So telling the NAB to do something about the product is like complaining to George Bush about the price of gas. He can't do anything about that either. Although he acts like he can."

He didn't give that impression at his press conference. He blamed Congress. If Bush would get our existing refineries to operate a full efficiency instead of lying about not having enough of them the gas prices would not be so high. All he is doing is trying to sway public opinion to support drilling in protected lands.

"The real question is: Do you actually want the NAB to do something about the product?"

What do you think they are doing by pushing dead weight like HD radio?

"Do you want the brains behind this PR campaign to choose music and hire DJs? Do you want them to create new formats?"

No, of course not. What we want from the NAB is honesty. Look, HD radio didn't work, deregulation which we pushed through Congress didn't work. In fact nothing the NAB campaigned for and won for the radio industry worked. The problem with the NAB is it represents the radio industry which has NO radio people in decision making roles anymore. Les Moonves? Mark Mays? Farid? The one thing they have in common is that they could pilot the Titanic.

Anonymous said...

John, So we agree with you. Now what? How do you propose we change from the status quo of radio. Re-regulate? Forced selling of stations? What are your solutions? You clearly know the problems and I do not disagree with your assessment. Personally I think it is too late. Radio is already terminal and we are watching it die. There has been no upside. It is a no growth industry. It has been run by incompetent managers and owners that never deserved a federal license to do so in the first place. I say pull the plug. Put it out of its misery.

Anonymous said...

The corporate goons are excellent at focusing on short term profits!

Try this. Run your car for months on end without changing the oil. In the short term, your net profits go up! You’ll look like a real hero to your wife. Friends and neighbors will be wowed with your super genius abilities. I’ll bet you’ll even brag saying stuff like regular oil changes are nothing but a fraud created by greedy oil companies. And, you might even write a book or two. Best of all you won’t notice anything out of the ordinary. Your car will run and look great. At least for a while that is, until your old loyal friend finally dies because net profits were more important than operating your radio station and investing in the future.

Anonymous said...

"No, of course not. What we want from the NAB is honesty."

Hahahaha! You obviously have no idea how the real world works.

You want them to agree with you. They're not going to do that. Maybe you want Bush to agree that we invaded Iraq by mistake, say "Whoops, I'm sorry," and turn back the hands of time. You want all the people you hate to go away, and all the rules you don't like to be changed.

None of that is going to happen. Grow up. Learn to live in the real world.

Anonymous said...

pocketradio is a freakin genius

bobyoung said...

Anonymous said...

" "No, of course not. What we want from the NAB is honesty."

Hahahaha! You obviously have no idea how the real world works.

You want them to agree with you. They're not going to do that. Maybe you want Bush to agree that we invaded Iraq by mistake, say "Whoops, I'm sorry," and turn back the hands of time. You want all the people you hate to go away, and all the rules you don't like to be changed.

None of that is going to happen. Grow up. Learn to live in the real world.
April 30, 2008 9:46 AM"



So Anonymous, you are saying let's just lie down in the middle of the road and get steamrolled without doing anything about it? Great logic there anonymous, that is part of the problem that got us here in the first place, trust the people in power, don't question them, give them a blank check. I think you may need a reality check yourself there Mr. denial. The reason that democracy is supposed to be so great is that we have the freedom to question what idiots in power do, and idiots obviously have the reins at the FCC and NAB and big radio. If we all yell loud enough maybe just maybe something will happen. Conglomerates and HD gotta go, both are ruining what is left of radio. Both HD and slogans are band aids which don't work and in HD's case are detrimental.

Robert D Young Jr
33 S Main St #2B
Millbury, MA
KB1OKL

Anonymous said...

Gawd. The "...time to upgrade" spot is still running here in San Diego. Then there's that truly obnoxious ad, where your radio is trying to call you, and leaves a message, sniveling about HD. Positive proof that no intellegence is necessary to grind out commercials. In San Francisco, at I station I worked for, we had the weather service on HD2. "Yeah, I'd sure buy an HD radio for that..."

PocketRadio said...

Anonymous said...

"pocketradio is a freakin genius"

Thanks - glad that I bother you!

Anonymous said...

Yes, the NAB lobbied Congress and Clinton and got the radio industry deregulated and look what happened. These companies cannot even afford to send their staff to the NAB conventions anymore. Radio is a shell of what it once was. Radio is anti-investment. Who wants to buy into an industry that shows no growth and reacts to a declining listenership by creating more radio stations that no one can hear (HD radio)? Even the word radio sounds dated. When you think of radio you think of a product that does not know its consumer base. Can radio come back? I know Gorman and others claim "real broadcasters" whoever they are will buy into the business when it goes belly up and restore it. I wonder if it is even worth it. My kids don't listen to the radio. They look at radio like we looked at bubblegum music when we first got into Cream and Hendrix. They love music as much as I do and even some of the music I grew up with but they don't listen to it on the radio. They have found other alternatives and I've heard the playlists they have put together on their iPod and it's better and flows smoother than anything I hear on conventional radio. I think it is over and not worth saving. All you "real radio people" ought to be building your internet stations. That is where we are headed.

Anonymous said...

"So Anonymous, you are saying let's just lie down in the middle of the road and get steamrolled without doing anything about it?"

So what are YOU doing about it? Posting in online blogs? Fat lot of good that does. You might as well talk to yourself.

Let me know when you actually DO something...like maybe buy a radio station.

"trust the people in power, don't question them, give them a blank check."

That brings to mind a question: What check have YOU written to the NAB lately? If you're not a member you're in no position to lecture them about what they should do.

"The reason that democracy is supposed to be so great is that we have the freedom to question what idiots in power do"

Really? Where in the Constitution does it say you have the right to question a private organization? They definitely have no obligation to listen to you either.

Idiots like you need to spend less time on blogs and more time reading the law. No one cares what you think. You're just another asshole with an ego, just like everyone in Congress.

"Conglomerates and HD gotta go, both are ruining what is left of radio."

Great. Go to Farid and offer him a billion dollars to buy a few of his stations. Then you can do whatever you want, and we can all complain about YOU. What a moron.

Anonymous said...

"Yes, the NAB lobbied Congress and Clinton and got the radio industry deregulated and look what happened."

As though things would have been different had deregulation not happened? Were you even alive before 1996? Radio was heading downhill fast in 1988, when GE sold off NBC. This re-writing of history is a total joke by people who have no idea about the facts.

"I think it is over and not worth saving. All you "real radio people" ought to be building your internet stations."

That's interesting. So why the hell are you posting in a radio blog? Don't you have anything better to do?

Anonymous said...

I think seeing a sign that says "Radio Heard Here" would make most people want to avoid that place. At least the way most radio sounds today.

Anonymous said...

I think seeing a sign that says "Radio Heard Here" would make most people want to avoid that place. At least the way most radio sounds today.

Anonymous said...

I think seeing a sign that says "Radio Heard Here" would make most people want to avoid that place. At least the way most radio sounds today.

Anonymous said...

analog is so fing cool bring back the 45 and the lp who needs stinking digital anything and the spot should be called radio heard mir make little space station jokie

PocketRadio said...

"Whatever is said, whatever is written, IBOC will be over sooner rather than later. Radio is becoming a financial train wreck, and Congress is putting the thumbscrews on the corrupt FCC. A federal court just ruled that the FCC ignored interference problems with broadband-over-power-lines (BPL) and IBOC is also being pointed to by the House Commerce Committee. Very shortly the massive failure of HD Radio in the marketplace, its endless technical faults, the confiscatory licensing, and the lousy receivers will all be revealed for all to see. IBOC is already a bad consumer-electronics joke. And its fortunes are about to take a decided turn for the worse. Say and believe what you will, IBOC's fate is no longer in the dirty hands of iBiquity, the Alliance and the NAB."

http://tinyurl.com/3krsu4

Kudos to Bob Savage (WYSL) for his hard work with Congresman Dingell!

Anonymous said...

"Kudos to Bob Savage (WYSL)"

Could it be possible that Savage has a little self-interest here? Na!

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