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THE FUTURE IS IN BROADCAST RADIO
By Sanford Cohen, President
River Rat Radio, LLC d/b/a JACK-FM 95.7 and K-DAM 103.1
About ten years ago, my wife, Terry was picked out by a comedian at the Comedy and Magic club in Hermosa Beach, California. When asked what she did for a living, she said “we own radio stations”. The comedian replied dismissively, “Radio, oh that’s the future!” The audience laughed. We did not.
As the great Mark Twain once observed, “Rumors of my demise are greatly exaggerated”. So it is with great pleasure that I announce the title of this article and do so with full confidence.
Remember? TV was going to kill local radio. Then it was Internet music providers. Then do-it-yourself devices like Ipods. Then Satellite Radio. Then Social Media, but a funny thing happened on the way to the gallows.
TV was shredded by the commercial skipping DVR, video streaming and an indigestible number of channels. Internet Music failed to find and keep and audience. Satellite Radio started, merged and is now stalled at 8% of listenership nationwide. Social Media, as evidenced by the plummeting fortunes of Facebook and Twitter is actually Anti-Social in its deployment. Clearly, this is no place to brand a business. You cannot defend attacks by phony reviewers, nor is the general hostility surrounding Social Media a positive neighborhood with which to invest your marketing dollars.
Wouldn’t it be great if we could invent a non-vulgar, locally influenced source of entertainment and information, where your marketing statements can be presented to thousands of people unchallenged, where YOU control the message and where someone actually takes responsibility for managing content?
Welcome, or should I say, welcome back to the world of local broadcast radio.
Despite all of the above, we never lost our audience. Nationwide, we still command between 88-92% of the public’s attention on a weekly basis. Even millennials who many thought would abandon local radio for a plethora of internet music services, still believe local radio is their primary source for new music (78%) and is the go to media source for emergency information (81%).
We want to thank the advertisers who recognized and have supported our stations over the past ten years. Now that we have established or should I say re-established radio’s rightful place in local media and marketing, the next question is “How do you effectively message your business on radio”? That will be our next subject. Stay Tuned!
Lindley Diskin -General Sales Manager – Lindley@riverratradio.com • 928-855-5225
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WELL, GUESS WHO’S HAVING A BIRTHDAY? IT’S K-DAM 103-1 . GUESS WHO’S BUYING ADVERTISING ON K-DAM? NOT YOU? WELL, TIME TO GET IT TOGETHER PEOPLE AND PUT YOUR BUSINESS ON THE BEST DAM RADIO ON THE RIVER. CALL LINDLEY AT 928-855-5225 AND SHE’LL MAKE YOU FAMOUS IN NO TIME.
WE COVER THE RIVER FROM I-40 TO I-10 AND EVERYWHERE IN BETWEEN. SO RESISTANCE IS FUTILE AND IT’S NOT HELPING GET THE WORD OUT EITHER. CALL K-DAM ADVERTISING AT 928-855-5225. EARLY TO BED, EARLY TO RISE, WORK REAL HARD AND ADVERTISE. K-DAM. 928-855-5225.
