Entering text into the input field will update the search result below

The Problem for Radio is in the Product

Aug. 30, 2005 6:27 AM ET
The Stalwart profile picture
The Stalwart

I recently picked up a copy of the New York Sun, New York City's youngest daily newspaper, writes The Stalwart. It's a great read. Sharp writing, informative, and funny, in short everything a newspaper should be. It's the first time in a while I really enjoyed reading fishwrap. I don't know how the privately held Sun is performing, but I'd guess it's doing pretty good. The rest of the Newspaper industry is beset by problems. Some blame the Internet, but the fact is is that the product isn't so great.

The same could be said for Radio, which is having it's own woes. There's no creativity in format, and so people would rather listen to their iPods. If DJs were actually finding new and great music for people to listen to, that would be a product that consumers would listen to and advertisers would pay for. Most of the time when I turn on the radio it sounds something like this "you're listening -istening-istening to 101, 101, 101, 101, (thunder crash sound effect) FM, rock (boulder sound effect) and roooooooollll for NEW NEW NEW NEW York CITY" (repeat 7 times over 2 minutes. That's flat out horrendous, and is an immediate channel changer. Who came up with the idea of bombarding your listeners with an annoying ad, with silly soundeffects? Who though that would attract listeners?

Mark Ramsey of Mercury Radio Research offers some similar common sense:

Two situations where I'm called on to do research with less than satisfactory results:

Situation 1: "Do listeners want more, shorter spot breaks or fewer, longer spot breaks?"

Why bother doing attitudinal research on this topic? This is not an issue for conjecture or opinion. It is all about behavior.

Forget research. Consider this: If you have a hundred listeners and they all have

This article was written by

The Stalwart profile picture
Joseph Weisenthal and Vincent Fernando are The Stalwart (http://seekingalpha.com/by/author/the-stalwart/). Joe currently works as an analyst for a small portfolio management company in the Northeast, and Vincent works for an investment bank in Asia. The Stalwart was created to satisfy what Joe and Vincent wanted to see in a blog: intelligent discussions of stocks, finance, business, and economics a well as links to interesting articles and information outside of the traditional financial press. These guys write terrific, differentiated analysis. They're particularly good on Internet stocks, housing, and just about anything that comes into their minds. Visit: The Stalwart (http://www.thestalwart.com/)

Recommended For You


Disagree with this article? Submit your own. To report a factual error in this article, . Your feedback matters to us!
To ensure this doesn’t happen in the future, please enable Javascript and cookies in your browser.
Is this happening to you frequently? Please report it on our feedback forum.
If you have an ad-blocker enabled you may be blocked from proceeding. Please disable your ad-blocker and refresh.