Im sure the Times Free Press and all newspapers would love to see local radio die. And, thanks to the largest station groups, our industry is indeed stabbing ourselves in the head. And Im sorry, despite the crown our city has given him, that someone who hasnt been a prominent voice in this community in 30 years doesnt appreciate the current state of radio broadcasting. Ive been working full time with no breaks in the Chattanooga radio market since 1991. During that time, the subject of this article has held a regular daytime position on a Top 10 station exactly nowhere. Correct me if Im wrong. Here are a couple facts: 1) The longest serving live radio personality in world history is my coworker. He began on WDEF radio in 1940. Someone notify the Times Free Press. 2) Well run local radio stations are successful and profitable, garnering larger shares of the 90+% of the public which still utilizes radio as a primary medium. When you do radio well, people use it. It remains free and easily accessible. 3) If you want to write about the radio industry changing, look at the relevancy of newspaper long term. Millennials, and their kids the plurals, will wonder what the hell were doing putting disposable content on trees. 4) Radio has leapfrogged newspaper to become the only medium which can still create a household name out of a local business. I will stake, dollar for dollar, that a consistent employment of targeted radio remains among the most effective ways of spending money. Marketing requires consistency, and well produced local radio has a top of mind awareness power which is unequaled by any medium - including social media. 5) Take the money youd spend on a full page ad for a day and let me create a broadcast campaign for a month. Then keep score. Ill win. Im not trying to defend my industry or save my job. If they fire me tomorrow, Ill survive. I do love my job, and I love my industry. And Im tired of the Times Free Press writing with impunity while the editing department is on vacation. Jason Walker
Posted on: Mon, 04 Aug 2014 15:56:28 +0000
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