A couple of years ago I had lunch with one of Seattle’s iconic radio greats, Shannon Sweatte. Shannon was one of the most successful general managers ever in this market. He understood the business, he understood people and how to get the best out of them and he protected the medium fiercely because he believed in radio. I asked him what he would do different today if he ran a local radio station. His answer was cut the number of spots in each break in half and charge more for them. He said commercials are killing radio. There are too many of them and most of them are poorly written and produced. Even if they were done better, no one wants to listen to six minutes of back to back commercials.
I agree completely. If you do write and produce a great radio spot and it’s buried under three stupid mattress commercials, you’re toast.
Frankly, at S&E we’d be happy to pay more for less, less bad radio.
To see what else is wrong with radio click on the article below.
The writer is just about as grouchy as I am about this matter.