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.