I've been impressed with iHeart Radio and Clear Channel's promotion of it. What doesn't impress me is some of what Pittman says when pitching the radio business in general and Clear Channel in particular. I'm reading from the December 8th Taylor on Radio-Info.
He also drew a distinction between Pandora ("a playlist generator") and broadcast radio stations. He says "We should not let people confuse the two."
Really? Is that part of the strategy? To convince people that Pandora is not radio? Okay, even if it's not, it's a radio substitute. I still listen to a lot of terrestrial radio but also to Pandora, iHeart Radio, Tune-In, and ESPN Radio on the ESPN app. As I move from one to another, I'm not thinking "Okay, that's enough radio for now, I think I'll listen to the playlist generator". In my mind, it's all radio.
And then there's this from Future of Radio panelist James Cridland
“Pandora is a brilliant personalized jukebox” – basically weighing in on Pittman’s side. He even thinks that American radio should’ve protested Pandora and others adopting the label of “radio.”
Oh, please, stop it.
Back to Pittman speaking about how radio should be getting a much larger share of advertising revenue.
Pittman's last and most important chart showed revenue as it were adjusted for usage. In his ideal world, newspapers would get much less of the advertising pie, TV stations would get somewhat less, and radio's take would mushroom from about $15 billion to $38.1 billion. Pittman says it's crucial for radio to "make new revenue to the radio sector our priority." And he has this advice, as a former radio programmer and executive now returned to the business - "Don't badmouth your own industry."
Radio "needs to tell its story better" and quit badmouthing one another. I've been hearing and reading pretty much the same thing beginning with the RAB since at least 1980.
One of the goofier things that managers in radio do is to spend incredible amounts of money on radio ratings and then when a book is bad, dismiss selling "by the numbers" (um, those "numbers" represent people) and to discredit not only the results of that particular survey, but of Arbitron entirely. Then they wonder why advertisers question radio as a medium. Would you want to buy advertising on a medium if you didn't believe you could accurately quantify what you were getting for your money?