By Chris Miller
Chris Miller Digital
SHAKER HEIGHTS — As you read here in TALKERS, Boston Herald Radio debuted on Monday 8/5. The internet-only radio station plans to draw on talent and content from their print and online editions to create a new Boston-based news/talk outlet.
A newspaper used to be just something you held and read. TV news was what everyone sat down and watched a half-hour of on the tube back in the day. Radio news was the immediate one, the one that could go with you. Those days are gone. We’re no longer defined by our method of distribution.
More Thoughts from the Recent New Media Expo
By Holland Cooke
BLOCK ISLAND, RI — In olden times, radio, like other ad media, sold exposure, audience tonnage. Sales reps would show-off ratings rankers… which I always thought was daffy. Would you go to a job interview with nine other applicants’ resumés?
• But there our call letters were, in black and white, atop the page of whichever-demographic-we-sorted. Reps recited the Reach + Frequency spiel, promising that a radio ad schedule would help the retailer “build brand.” “We’ll make you the best-known” among all-who-sell-what-you-sell. Repetition, y’know?
• Fast forward to present day: Mere message exposure doesn’t do it anymore. The E-word en vogue is engagement, and money is flowing to digital opportunities that talk-with customers, rather than simply talk-at-‘em.