What happened to the days of aggressive, fun, radio promotions that made positive headlines?
There is nothing positive about the kind of boorish, anti-societal behavior that is being exhibited by many of the top-rated, syndicated morning show personalities. There are tons of web sites that allow their staff to post provocative, soft-core porn as part of the “fun content.” Are you actually surprised when advertisers walk away? Ratings are one thing, but being responsible community citizens is another. A personal relationship with your advertisers comes from not just knowing when his budget is going to be doled out. It comes from asking him what you can do to help him solve his business problems, and then coming up with a solution. That builds loyalty and budget commitments. I stopped loving the Ad Agency business, when I realized that radio reps were becoming nothing more than order takers and discounters. I would gladly pay more for a promotion if it was tailored to my needs. If it is just a matter of rate, and not real solutions to my needs, then I have every right to beat yo
