Micro FM 96.1 - Radio Whitfield

[badjef]

Sorry Jeff. Selling advertising has nothing to do with serving the community. I do not benefit from listening to non-stop ads about cars I can't afford to buy. I don't think I am in a minority when I say that as soon as an ad comes on I switch stations. Now business is so bad that stations are hawking themselves. WTAN, Cox, etc. Nobody wants to hear that crap.

It is arogant to think that all ads are for lil'ole you.
They are not.
Most are specifically targetted to a demographic. If you are not in that, it probably won't help you.

I remember watching News4 New York with my grandfather years ago and seeing a spot for Long Island radio station Joy 98.3.
We were in Toms River.
He asked, "Why are they showing that when we can't pick up the station?"

I explained to him that there was a population in Long Island that Channel 4 covers that is part of the area the radio station covers so they bought time to remind the viewers in that area that the radio station is there.

Though you might not be driving a Benz, there are plenty of listeners that are.

Advertising local businesses is the key to serving the public by its very definition. And targeting the audience is basics radio.

Radio is not your personal juke box. You are not there for your own entertainment. You are there to serve the entertainment needs of those listening.

It is the problem with pirates at its basic.

They interfere with businesses doing business with other businesses.

Jeff in Sa-ra-so-ta!

 

[coolaid213]

Radio once was important to most people, it isn't anymore. Car commercials still sell cars, but if you've worked in radio sales recently, you'd know that it's getting harder and harder to convince someone to waste their advertising dollars on radio. The sales execs around here are clueless, instead of seeking local clients that sell inexpensive things that regular people can afford, they go for the high end car dealerships, because they can still afford to pay the bloated airtime fees... lets face it, a lot of us here (especially those who work in radio) can't afford a brand new car. I can't relate to these commercials, and I can't relate to programming that is geared exclusively for rich people.

Radio is supposed to reflect the community, and it doesn't anymore, it would become relevant again if the programming AND advertising stopped insulting it's audience.

 

[badjef]

Radio once was important to most people, it isn't anymore. Car commercials still sell cars, but if you've worked in radio sales recently, you'd know that it's getting harder and harder to convince someone to waste their advertising dollars on radio. The sales execs around here are clueless, instead of seeking local clients that sell inexpensive things that regular people can afford, they go for the high end car dealerships, because they can still afford to pay the bloated airtime fees... lets face it, a lot of us here (especially those who work in radio) can't afford a brand new car. I can't relate to these commercials, and I can't relate to programming that is geared exclusively for rich people.

Radio is supposed to reflect the community, and it doesn't anymore, it would become relevant again if the programming AND advertising stopped insulting it's audience.

You know, your attitude is typical of a lot of people I was with in radio.

Your wording is reflective of it when you say, "waste their advertising dollars on radio."

If you are working at a 250w AM daytimer, even in sales, don’t expect to be driving one of those new cars.

If you want to become relevant to the community with a local radio station, you are going to have to be more creative than that.

People often complain when they visit Sa-ra-so-ta! and the public transportation isn’t what they have in New York. I ask them, “Do you see 50 story buildings here?” Go where the people are and you will make the money.

Remember, if you want to be one of the “rich “ people, instead of critisizing them, why not try to be one?

…and then you will be driving one of those new cars, too.

Jeff in Sa-ra-so-ta!

 

[coolaid213]

I don't often grumble about my lack of capital. In fact, I don't think I ever have on here. In this situation I was just trying to be honest, I understand how the average listener feels. These radio stations aren't programmed for our enjoyment. The only reason people still listen to radio is because it's there and it's free, not because it's overflowing with spectacular content.

I've worked at many local radio stations, and I don't know what you mean by my "attitude". It's a fact, I have seen many small (and large) business owners get sold a bill of goods by very energetic and (gasp) dishonest sales managers... in many cases these business owners WERE wasting their money, they might as well have been burning their money, because no one was listening to their stupid commercials.

I don't want to be rich, I'm happy with my existence. I'd much rather see broadcasters format their stations to reflect the average listener, rather than one small demographic. It's just good business sense, if you want people to buy the things that your advertisers are selling, sell them something that they want AND (more importantly) can afford... unfortunately sales weasles don't care if you get any business, as long as they have yours.

 

[badjef]

I don't often grumble about my lack of capital. In fact, I don't think I ever have on here. In this situation I was just trying to be honest, I understand how the average listener feels. These radio stations aren't programmed for our enjoyment. The only reason people still listen to radio is because it's there and it's free, not because it's overflowing with spectacular content.

I've worked at many local radio stations, and I don't know what you mean by my "attitude". It's a fact, I have seen many small (and large) business owners get sold a bill of goods by very energetic and (gasp) dishonest sales managers... in many cases these business owners WERE wasting their money, they might as well have been burning their money, because no one was listening to their stupid commercials.

I don't want to be rich, I'm happy with my existence. I'd much rather see broadcasters format their stations to reflect the average listener, rather than one small demographic. It's just good business sense, if you want people to buy the things that your advertisers are selling, sell them something that they want AND (more importantly) can afford... unfortunately sales weasles don't care if you get any business, as long as they have yours.

Cedric, you are right. I worked for Sears on the road for awhile. I was repairing TV’s, etc. They wanted me to sell other stuff. Their favorite tech would bring laundry detergent in and sit on it hoping that the people would buy it. I didn’t know I was a laundry detergent salesman. I thought I was hired as a TV repairman. I did not have a problem upselling them on a vcr cleaning while I was there, or offering a universal remote for the cable box and TV.

I worked for a radio station in New Jersey. One of the spots was for a bringing in their sewing machine for a free check up and cleaning. It was a rock station in 1985. This was a local business that was left over from the days when they were tracking Sinatra albums. The station was being disingenuous and so was the merchant wasting their money. They weren’t even listening to the station.

There has to be a synergy between the advertiser and the station. Otherwise it won’t work.

Don’t settle for being happy with your existence. The money you make today won’t pay the bills tomorrow. The government is moving the decimal point over, as they have done before. It means you have to work all that much harder, and smarter.

Jeff in Sa-ra-so-ta!

 

[nocomradio]

Advertising on the radio is a lost cause unless you are the local retail outlet, or car dealer. Period. Even then I have my suspicion.

I have run a successful small business for over 10 years now, and once I ran a few radio ads. It cost a small fortune, the ads were placed at some odd hour (as a start-up I couldn't justify the cost of drive-time) and ultimately it brought me nothing except a bill at the end of the week. All the while, the salesperson kept blowing smoke up my, well you know where, telling me to just give it time and spend more. Instead, I set up a website, and advertised in a few target publications nationwide and actually saw a return on my investment,(I do track these things) rather than a money-pit. Is this the fault of radio? Probably not entirely, but honestly, this medium was a total waste of my time and money because I know in my heart that most people do as I do (demographics aside) and turn the volume down when the screaming adverts roll. Most of not all of it doesn't appeal to the "average" listener.

 

[badjef]

Advertising on the radio is a lost cause unless you are the local retail outlet, or car dealer.
Period. Even then I have my suspicion.

I have run a successful small business for over 10 years now,

A car dealer is a small business

and once I ran a few radio ads. It cost a small fortune, the ads were placed at some odd
hour (as a start-up I couldn't justify the cost of drive-time) and ultimately it brought me
nothing except a bill at the end of the week. All the while, the salesperson kept blowing
smoke up my, well you know where, telling me to just give it time and spend more.

Instead, I set up a website, and advertised in a few target publications nationwide and
actually saw a return on my investment,(I do track these things) rather than a money-pit.
Is this the fault of radio? Probably not entirely, but honestly, this medium was a total
waste of my time and money because I know in my heart that most people do as I do
(demographics aside) and turn the volume down when the screaming adverts roll. Most of
not all of it doesn't appeal to the "average" listener.

You probably got ears, but what people heard was not enough to drive them to your business. The website
did.

Jeff in Sa-ra-so-ta!

 

[druidhillsradio]

It is arogant to think that all ads are for lil'ole you.

Did not say they were. I said that there is no relationship in serving the community and selling radio spots.

 

[badjef]

It is arogant to think that all ads are for lil'ole you.

Did not say they were. I said that there is no relationship in serving the community and selling radio spots.

It is if those ads are pertinent to the community for which it serves.

A snow shovel won't get much use here, in Sa-ra-so-ta!

Jeff in Sa-ra-so-ta!

 

[hdradioeng]

Well if corporate stations don't serve the community then how do you explain that 106.5 CTQ raised over 100,000 for the St Judes, Heidi's Hounds, and What WSRZ's Jones and Crane do for the community. Thats just 2 big corporate stations in Sarasota.

Most programmers will tell you those things are horrible for the listener....... I'm so confused

I better go tune a tube or something

 

[badjef]

Well if corporate stations don't serve the community then how do you explain that 106.5 CTQ raised over 100,000 for the St Judes, Heidi's Hounds, and What WSRZ's Jones and Crane do for the community. Thats just 2 big corporate stations in Sarasota.

Most programmers will tell you those things are horrible for the listener....... I'm so confused

I better go tune a tube or something

...a piano, because you can't tuna fish...

A programmer is listening from the standpoint of consistancy. Raising money on the radio certainly violates that. But when it's over, it's all back to normal. A button will not be changed because of a one or two day radiothon.

Jeff in Sa-ra-so-ta!