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Excitement in Radio

D

DudeFan

Since there was a passionate exchange about the lack of interesting radio, Paige Neinaber, promo guru, posted this on another web site regarding the "Fugitive" promotion being run by stations in several markets. Prior posters stated that it was their opinion that no-one cared about the promotion and that it did no good because only a fraction of the audience plays the game.

Keep in mind, I think Paige is the bees knees. I am working on sneaking into one of his promotion intern boot camps in order to get a smidgen of his sage advice.

Here is his response:
Paige
Some Anonymous Bastard
(8/10/05 3:57 pm)
Reply Maybe This Will Explain It
--------------------------------------------------------------------------------
Good. I'm glad they're talking about it. The standard way "we" sell contests is to run a promo and a live liner once an hour.

We (Radio) are on the cusp of getting our ass handed to us. After 70+ years, we're not the only team on the field. In fact there are TWO other teams on the field. And they're beginning to eat away at our lead. So what does a coach do when this happens? He starts writing some new plays. (I'm anaology retentive.)

If Radio continues blythely on as if IPODS and satellite radio don't exist, it's all over. We need to rethink everything. Like the Jack format. It's a new game plan that will keep us in the game.

How many people play Radio contests? Between 1 and 3%. If McDonalds had a menu item that 3% of people bought, they'd pull it. Why do these things suck? First, they're not entertaining. They're not compelling. Which is what the next generation of promotions needs to be.

I was standing in the studio in Philly when their last Fugitive got caught. The morning guy stayed on for an extra 60 minutes just to field the massive numbers of calls from people who played the contest and had questions for the Fugitive. Hundreds and hundreds of calls. And I'd say that 99% of them ended with the people saying "That was SO much fun. When are you guys going to do it again?" You ever get that when you play a contest before?

I was at a barbecue last weekend and literally every single person came over with questions about the promotion. I don't want to stereotype a CHR listener but these people WEREN'T 14 year-old girls. My neighbor who is in his early 40's and drives a truck for the county is ALL about the promotion.

Radio needs to get back to being entertaining. Because there are now other options for music delivery. The way to beat the 'pods? With what's between the songs. (Said like a true Promotions guy. I know.) Let 'er rip.
 
> We (Radio) are on the cusp of getting our ass handed to us.

Good start. You can't win if you fail to see the enemy. I keep ranting that PD's are trying to deal with the new competition by dismissing it with the wave of a hand and saying things like: "Radio always comes back."

> Like the Jack format. It's a new game plan that will keep us in the game.

Hmm. Jack seems like a mistake to me. It plays into iPods strengths. I don't want to attack my competitors strengths, but their weakness.

> Why do these things (promotions) suck? First, they're not entertaining.
> They're not compelling. Which is what the next generation of promotions needs
> to be.

He's got that right. To most people a "promotion" means giving stuff away. Okay, cool. I understand you need an incentive but HOW? I hear the same lame sh_t over and over.

> Radio needs to get back to being entertaining. Because there are now other
> options for music delivery. The way to beat the 'pods? With what's between the
> songs.

"It's what's between the songs" is a consultants cliche'. It's true, but hardly a rare insight. The question is how do you implement it? Budgets are tight. Staffs are small. Corporate owners are averse to risk and radio promotions have to conform to the wishes of the legal department. Good thoughts though.<P ID="signature">______________
<a href="http://saltydog.5gigs.com">
The Salty Dog</a>
</P>
 
> > We (Radio) are on the cusp of getting our ass handed to
> us.
>
> Good start. You can't win if you fail to see the enemy. I
> keep ranting that PD's are trying to deal with the new
> competition by dismissing it with the wave of a hand and
> saying things like: "Radio always comes back."
>
> > Like the Jack format. It's a new game plan that will keep
> us in the game.
>
> Hmm. Jack seems like a mistake to me. It plays into iPods
> strengths. I don't want to attack my competitors strengths,
> but their weakness.
>
> > Why do these things (promotions) suck? First, they're not
> entertaining.
> > They're not compelling. Which is what the next generation
> of promotions needs
> > to be.
>
> He's got that right. To most people a "promotion" means
> giving stuff away. Okay, cool. I understand you need an
> incentive but HOW? I hear the same lame sh_t over and over.
>
> > Radio needs to get back to being entertaining. Because
> there are now other
> > options for music delivery. The way to beat the 'pods?
> With what's between the
> > songs.
>
> "It's what's between the songs" is a consultants cliche'.
> It's true, but hardly a rare insight. The question is how do
> you implement it? Budgets are tight. Staffs are small.
> Corporate owners are averse to risk and radio promotions
> have to conform to the wishes of the legal department. Good
> thoughts though.
>

SD. Great points. I may not have said this on the board before, but I do really enjoy seeing other folks comments and insight, even if I fervently disagree.
 
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