When Radio Advertising Works

It's not because you bought the "right" radio station.

It's not because you bought enough Gross Rating Points.

It's not because you offered 50% off.

It's not because you reached the largest audience.

It's not because of the jingle.

It's not because you advertised at the end of the week.

Having spent more of my life in the radio business than any other occupation, I have some insight into what works and what doesn't.

Earlier this month a former radio client of mine posted this insightful article:

The Number One Success Factor in Radio Advertising

It's true that successful radio advertising, particularly in direct response, comes down to the right message to the right people at the right cost. But true success requires something that this basic overview doesn't explicitly state. Authenticity.

Recently, make up giants Maybelline and L'Oreal have come under fire for print advertisements featuring popular actresses whose pictures have been heavily modified through photo editing software. These advertisements were deemed so misleading, that they were banned in the U.K.

This brings up the question of how much authenticity today's consumers are expecting from any given advertisement. When has an advertisement been edited so much that it crosses over into being unbelievable or worse - misleading?

Of course this question translates differently for those of us in the direct response radio advertising industry than for those working in the print ad world, but it's relevant for all of us in the advertising industry no matter which medium you work within.

As a radio advertising agency, we're not handling graphics or visuals. We don't ever face the question of whether or not to Photoshop our model's crow's feet out of a shot. But as a creative department team within a direct response radio agency, we do have to ask ourselves if the tactics we're using (whether it is copy or production) will result in a radio advertisement that is inauthentic. For example, removing every single breath a voice talent takes during a spot might net us a second or two to fit in more copy. But if it results in an overall tone that sounds completely unnatural and forced - chances are, the production edits are too extreme and alternatives need to be considered. Otherwise, we run the risk of sounding inauthentic and thereby harming response.

There are other instances when we need to be particularly careful to inject plenty of authenticity into our radio advertising work. These include making radio ads that have a conversational or dialogue context, radio advertisements with highly promotional copy, and radio ads that are purposely faster paced to create a particular effect.

Again, although we're not working with a visual medium, it's important for those of us in the radio advertising industry to remember that consumers expect the same (if not higher) level of authenticity and realness in radio ads as they do from print, tv, and other mediums. In radio advertising, where we're working with auditory sense only, it is often much more subtle task to create authenticity. And we love that added challenge inherent to radio advertising.

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Why I Switched Careers

It has now been a full month since I walked away from 8+ years working for a group of radio stations in Fort Wayne Indiana.

All together I have spent 25+ years in the radio business with a couple of breaks. I started as a teenage disc-jockey and moved into the advertising and marketing world which I found fascinating.

Radio uses push marketing methods. In order to get the free music, they will push advertising messages out too.

Television broadcasting works this way too. Newspapers also use push marketing methods... you want to read the news, then you have to page thru the ads too.

Yellow Pages is not push marketing. I don't know of anyone who has casually paged thru the phone book as a source of entertainment.

The selling point for yellow pages sales reps was, the book was the place people go to find a business to spend money with to solve problems. Once you pick up the book, you are ready to spend.

Technology however has made the phone book and the yellow pages outdated. When we want an answer, we Google it. The web and search engines are replacing the yellow pages as the source for finding information and answers.

The other reason I switched careers, I believe in the methods used by my team at Cirrus ABS which combines sound technology, solid strategic planning and analytics to measure the results.

Our Sunday Seth talks more about this:

Paying attention to the attention economy

Most of us are happily obsessed with the economy of money. We earn it and we spend it and we generally pay attention to what things cost.

Certainly, salespeople and marketers are truly focused on the price of things, on commissions and shelving allowances and net margin and the cost of goods sold.

With all of these easily measured activity, it's easy to overlook the fast-growing and ever more important economy based around attention.

"If I alert my entire customer base, how much will this cost me in permission?"

"How much time do we save our customers with a better written manual?"

"When we fail to ask for (and reward) the privilege of following up, are we wasting permission?"

"Does launching this product to an audience of stangers waste the attention we're going to have to buy?"

Attention is a bit like real estate, in that they're not making any more of it. Unlike real estate, though, it keeps going up in value.

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The Future of Radio & the Web

Automobiles have been mobile radios for decades.

More radio listening occurs in our vehicles than any other place.

We are a captive audience.

Tape players, CD players, MP players... none have made the car radio obsolete.

But now, in 2011 there are several new vehciles that offer the internet as a listening option.

The changes will take years as explained in the following interview:

Online Radio's Big Frontier: The Automobile

Study Finds That 14 Percent of Listeners Already Stream

People have been streaming radio on their computers for years, with sites such as Pandora, LastFM, AOL Radio and more drawing millions of subscribers for hundreds of stations. The next frontier for streaming radio is in cars, and in fact it's a frontier that a surprising number of people have already traversed.

A new study from knowDigital, a Lafayette Hill, Pa.-based digital media research firm, finds that 14 percent of Americans listen to streaming radio in their cars on a regular basis. What's interesting about the study is that it also concludes that streaming radio actually does not constitute a threat to traditional radio in either the short or long term. These early adopters are heavy consumers of audio media, and they listen to terrestrial stations as well as streaming ones. Also of note: In-car streamers aren't necessarily heading for Pandora when they connect. Many are using their cell phones to plug into the Internet and stream, say, their hometown radio stations, and they're doing so even when they're many miles away from home.

Sam Milkman, president at knowDigital, talks to Media Life about the challenges to in-car radio streaming, who these early adopters are, and what this study means to media buyers and planners.

What did you find most interesting or most surprising about this study?

I guess that people are already doing this. People are already streaming in their car and the future is now.

Even though we had seen it before, it's the level at which they're doing it. Even though there are obstacles, there's really a halo over this activity, and they forgive the fact that you have to go through some hoops to get it done.

What's the most important thing media buyers and planners can take from it?

The other interesting point is that despite an endless number of choices online, when asked to program a new digital dashboard with 10 pre-sets, most streamers could only think of four or five sources they wanted to program. That includes their phone, one or two FM radio stations, their digital library and perhaps one other source.

If media planners and buyers want to find a mass audience they will need to continue to focus on the big brands in the radio space.

I'm wondering whether there's any evidence that they were using streaming to avoid commercials. Some of that is going on, but it's clear to these consumers that there are commercials in the stream.

What are the perceived difficulties to in-car radio streaming, and how are in-car streamers working around them? What's the most common way to stream (smartphone, USB port, etc.)?

First there's the connection. They're plugging [their phone] into a USB port on their dashboard, or they have a fancier Bluetooth or some accessory that is transmitting a signal to the FM receiver.

The problem then is to make [channel] choices requires that they fiddle with their telephone and use the phone's battery and data plan. They don't like that this phone is in a cup holder or seat or that they're looking down to play with it and make changes. So they're not necessarily plugging in for a short trip, which suggests to us that if a solution was there they'd use it more often.

The smartphone, probably wired to the dashboard at this point, is the most common way to stream.

Is in-car streaming more or less popular than you expected? Why?

I think that it is more popular. We thought a smaller group was doing it, but we were surprised that a good number is doing it a least a few times during the week. It suggests 14 percent of Americans are streaming at least 5 minutes per week in the car.

What sort of characteristics do in-car streamers share, beyond presumably being early adopters? Do they listen to traditional or satellite radio as well, or mostly streaming?

They definitely listen to other forms of radio. They all reported starting their drives with FM radio. The study revealed a lot of reasons why they still turn to traditional radio. There's certainly a lot of reasons why they rely upon traditional broadcasters.

Some have satellite radio -- these are people who are interested in audio media in the car in general, or just audio media in general. So it didn't surprise us a lot had satellite radio.

Also, they're commuters, they spend more time than most people in the car. They're highly interested in audio of all kinds. And beyond that they probably are looking for something different, some variety and customization, all the characteristics that apply to streamers in general.

Are there cars that stream audio without connecting to a phone or other device?

What I got out of these sessions is people don't want the car to have its own Internet connection. They want the car to pick up their phone's Internet connection, and that'll be by Bluetooth or otherwise. That's in the near future. I guess the real challenge here is how many people are going to turn over their cars and buy new ones.

How does the quality of streaming compare to traditional radio? Will this be an issue for future adoption?

They think the quality is better, that's the funny part of the whole thing. They perceive the quality to be better, and they forgive the technical limitations. So if it cuts out or buffers, they understand how often that happens and they're not bothered by it.

How much of a short-term and long-term threat to terrestrial radio is in-car streaming radio?

I think the two are compatible. They see a value in over-the-air radio and they see a value in streaming. And they seem to use the two in tandem.

Certainly in that more crowded dashboard, someone will get elbowed out. But the funny thing is, a lot of the streaming was of radio signals, it wasn't like they were turning to another source. I think in the long term the two media will learn to live together.

Over-the-air begins to adopt some principles from streaming, and streaming will incorporate elements from over-the-air, and the two come together at some point.

How long until in-car streaming becomes mainstream? What percentage of the population does it now?

I think it has to do with the cycle of car purchasing. And it's probably two generations of cars because 35-year-olds have to buy the cars that have the capabilities, and then the 18-year-olds get the used cars. So it may be as far as 14 years off.

There are certainly car radios you can buy now that will bring your phone into the dashboard via Bluetooth. And there are certainly a number of aftermarket suppliers looking to create something more than bringing the phone to an unused FM position. They want to get to a place where you can control your phone with a dashboard and not worry about messing with the phone anymore.

What are the long-term challenges to in-car streaming radio?

You know, it's the car turnover rate, and also, does the population really want more out of radio? Are they happy with what's provided to them already? To that point there have always been other sources of audio in the car -- CDs, iPods, tapes, 8-track tapes, etc., and none of those things killed radio.

This may be more interesting because it actually is radio in some ways, but in the end I think broadcasters will collect themselves and focus and meet the challenge.

There's also data plan problems and capacity problems. I heard from some that said their data plan is limited and if they stream in the car they'll rack up charges, and they don't want to do that. And there's probably a whole host of capacity issues lurking if everyone started doing this.

(Source: Diego Vasquez, Media Life, 04/28/11)

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Radio...Still Not Dead

Good thing too, since that's the business I've spent the most time in since my teen years.

In a Renaissance for Radio, More Listeners Are Tuning In

Radio stations are receiving a surprisingly strong signal from audiences and the financial markets this year, even as they face intensifying competition from satellite and Web-based audio services including Sirius XM Satellite Radio XM and Pandora.

An average of 241.6 million people 12 and older listened to conventional radio stations each week last year, an increase of 2.1 million over 2009 -- and up 4.9% vs. 2005, according to an annual study that media and marketing research company Arbitron released Monday.

"Radio is much stronger than the general perception of it has been," says Carol Hanley, Arbitron's executive VP of sales and marketing.

The report follows the announcement this month of the biggest radio deal in years: Cumulus Media, the No. 2 station owner, agreed to buy No. 3 Citadel Media for cash and stock that values Citadel at $2.4 billion.

Cumulus will have 572 stations if federal antitrust officials approve the union. That would trail industry leader Clear Channel, with more than 850 stations.

The industry still faces challenges. From 2000 through 2010, teens and young adults cut their radio-listening time in half as they became infatuated with the Internet, cellphones and video games, Edison Research reported.

Yet stations appear to be getting a lift from their ability to adapt to local tastes. Radio owners "can shift their programming very quickly," says Howard Bass, senior media and entertainment partner with consulting firm Ernst & Young. "That's why they're so resilient."

That has helped radio appeal to the growing Hispanic population. The number of Hispanic radio listeners increased 1.1 million last year, Arbitron says, as stations picked up on programming formats for Spanish-speaking audiences.

For example, Texas now has 154 Spanish-language stations, up from 25 in 2000.

The Hispanic audience "has grown immensely," Bass says. "Clearly the listenership has followed the trends."

Meanwhile, radio is benefiting financially from this year's stronger-than-expected market for local ads. Radio's biggest customers, automakers and dealers, are introducing 65 models in 2011, up from 60 last year and 40 in 2009, Wells Fargo analyst Marci Ryvicker says.

"As these local dealers become more (economically) sure-footed, you're just going to see incremental growth in that category," Cumulus CEO Lewis Dickey told Wall Street analysts last week.

The auto industry accounted for $1.8 billion of radio's $17.3 billion in ad sales last year, according to the Radio Advertising. The industry total was up 6% vs. 2009.

(Source: USA Today, 03/22/11)

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Rebirth of Radio?

The industry that pays me the most is the radio industry. Been in it since I was a teenager with a couple of breaks but for the past 8 years, I've worked for a group of radio stations in Fort Wayne, Indiana handling advertising sales, campaign management, and the occasional talk show host.

Of all the folks in the building, there are 5 air staff that have been here longer than me, otherwise, I'm the senior dude.

I've seen good times, and lean times, and 2010 turned out to be a good year, with 2011 looking even better already. And it's not just us:

Print Has a Pulse, But Radio Has a Rebirth

According to the STRATA quarterly survey of media buyers, 24% of agencies' clients are more focused on radio, up from 17% in the prior quarter. The number of agencies reporting they are spending less on radio is off by half, with 17% trimming radio budgets compared to 34% who said that three months ago.

The survey of advertising agency buying teams finds fewer are cutting radio budgets, and client interest in the medium is growing. The report notes that the top three media, television, Internet and radio, appear to be the breakout hits of the advertising recovery.

Areas Of Client Focus
Most Focused	% of Respondents
Spot TV	44%
Internet/digital	21
Spot radio	16
Print	7
Network TV	6
Network cable	3
Spot cable	2
Out-of-home	1
Source: Inside Radio/RAB, January 2011

J.D. Miller, STRATA marketing chief, says "... classifying the advertising avenue that agency clients are most focused on... TV remains at the top followed by digital... But survey takers were surprised with #3: radio... 16% of clients rate radio as their top pick, compared to 9% who said that in the prior quarter's survey... "
Spot Radio Focus (% of Respondents; Compared to Previous Year):

• 24% more than last year
• 17% less than last year
• 59% same as last year

Though there's a considerable drop off of interest in other media, notes the report, print ranks fourth, with 7% of clients making it their top pick. Miller says "... print has a pulse... it was almost nonexistent, now it has a pulse... "
STRATA president/CEO John Shelton says, "Advertisers are finally feeling more confident about the economy... " 51% of buyers surveyed in the study say their agency is seeing improving business, up from a low of 23% during the 2008 economic meltdown.

That confidence is manifesting itself in a surprising way, says the report. As budgets come back, buyers appear to be more interested in traditional advertising like television and radio, with demand for digital advertising going in the other direction. But Shelton notes that "... while (digital) is still hot, it is used more in a solid media mix... "
The most popular digital menu items are website display ads, social media and search, but just 29% of buyers say they're buying mobile ads. Among those who are, mobile display is the preferred format with SMS text ads fading fast, with just 15% of agency buyers say they're on their radar in 2011.
For additional information from Inside Radio, please visit the RAB here.

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The Return of Radio Advertising

For the past 8 years, I have worked in the advertising department of a group of radio station in Fort Wayne, Indiana. All together I've been in the radio business for more than 25 years including on the air and in management.

Every morning, I receive an email from the Radio Advertising Bureau that is one of the resources I use for the daily sales training tip I post at 6am every morning on this site. This story was in my email today:

Agency Survey Shows 'Rebirth' of Buyers' Interest in Radio

A survey of advertising agency buying teams finds fewer are cutting radio budgets, and client interest in the medium is growing. STRATA executives say the top three media -- television, Internet and radio -- also appear to be the breakout hits of the advertising recovery.

"It's looking very bright for radio," STRATA marketing chief J.D. Miller told Inside Radio. The firm's quarterly survey of buyers found 24% of agencies' clients are more focused on radio, up from 17% in the prior quarter. The number of agencies reporting they are spending less on radio is off by half -- 17% say they're trimming radio budgets compared to 34% who said that three months ago.

When it came to classifying the advertising avenue that agency clients are most focused on, the STRATA survey found TV remains at the top with 44%, followed by digital at 21%. But even the survey takers were surprised with #3: radio. The results show 16% of clients rate radio as their top pick, compared to 9% who said that in the prior quarter's survey. Miller says, "Something good is happening for radio."

Beyond the top three, there's a "considerable drop off" of interest in other media. Print ranks fourth, with 7% of clients making it their top pick. Miller says that could be considered good news for newspaper publishers. "Print has a pulse -- it was almost nonexistent, now it has a pulse," he says.

Agencies Grow More Confident in Recovery -- and Old Media Friends

By their nature, media buyers are a tough crowd not known for gushing optimism. So when a survey shows a steady uptick in client activity, it's worth taking note.

More than half (51%) of buyers surveyed by STRATA say their agency is seeing improving business, up from a low of 23% during the 2008 economic meltdown. STRATA president/CEO John Shelton says, "Advertisers are finally feeling more confident about the economy."

That confidence is manifesting itself in a surprising way. As budgets come back, buyers appear to be more interested in traditional advertising like television and radio -- with demand for digital advertising going in the other direction.

"We see that the focus on digital has fallen off a bit," Shelton says. "While still hot, it is used more in a solid media mix than more dollars heading its way."

The most popular digital menu items are website display ads, social media and search. Mobile may have buzz, but just 29% of buyers say they're buying mobile ads. Among those who are, mobile display is the preferred format with SMS text ads fading fast. Just 15% of agency buyers say they're on their radar in 2011.

(Source: Inside Radio, 01/21/11)

If you are in the Fort Wayne, Indiana area and would like an honest evaluation on how radio can be a cost effective and important part of getting new customers, combined with the internet and web elements we have to offer, contact me: Scott@ScLoHo.net

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What's up with Radio? (Part 2)

Here's another update:

Radio Gains More Than 3 Million Listeners

Arbitron Inc.'s RADAR 107 National Radio Listening Report, which was released last week, shows an increase of 3.3 million radio listeners age twelve and older per week, versus the December 2009 report. The number of persons twelve and older listening to radio each week now reaches an estimated 239.8 million -- 93.2 percent of all Americans twelve and older.

In addition to persons twelve and older, radio listening increased year-over-year across major demographic groups, with adults aged 18 to 34 showing the biggest gains. The number of adults aged 18 to 34 who are weekly radio listeners increased nearly 960,000 in the past year, and adults aged 25 to 54 gained more than 750,000 in the same period. Meanwhile, teens aged 12 to 17 continue to embrace radio broadcasts with an average weekly increase of 365,000 versus last year's report.

Despite the proliferation of competing media platforms, radio continues to reach just about everyone on a regular basis. RADAR 107 indicates that, over the course of a week, radio is listened to by over 92 percent of all teens aged 12 to 17, 94 percent of adults aged 18 to 34, and 95 percent of adults in the 18 to 49 and 25 to 54 age brackets.

Radio's diverse appeal
The data from RADAR 107 showcases radio's penetration among various ethnic groups, particularly Black (non-Hispanic) and Hispanic, a direct result of airing an array of formats.

• Overall, radio continues to reach more than 93 percent of Black (non-Hispanic) persons aged 12 and older and more than 95 percent of Hispanics aged 12 and older on a weekly basis. Hispanic listeners 12 years and older grew more than 1.4 million year-over-year.
• More Hispanic teens aged 12 to 17 are tuning in to radio, versus the same period a year ago. This demographic group increased 177,000 average weekly listeners, year-over-year.
• Black (non-Hispanic) and Hispanic adults aged 18 to 49 demonstrated the biggest gains in overall weekly radio listenership versus last year, showing an increase of 165,000 and 834,000, respectively.

On an average week, radio reaches 95 percent of adults 18 and older with a household income of $75K or more. More than 96 percent of adults aged 25 to 54 that are college graduates and have a household income of over $50K tune in to radio weekly. Radio also delivers 96 percent of adults aged 18 to 49 with a college degree.

Network radio commercial listening
Arbitron also reported in its December 2010 RADAR 107 radio network audience ratings that over 189 million Persons 12 and older heard one or more network radio commercials in an average week of the survey period. That's an increase of over 800,000 versus the December 2009 report.

The RADAR 107 survey period demonstrates network radio's continued broad reach across all key demographics on a year-over-year basis. Among the prime audience demographics sought by advertisers, the commercials aired on the 54 radio networks reached:

• 73.7 percent of persons aged 12+ (189,685,000 persons)
• 74.1 percent of persons aged 18+ (172,292,000 persons)
• 73.3 percent of persons aged 35+ (118,732,000 persons)
• 76.6 percent of persons aged 18-49 (103,455,000 persons)
• 76.9 percent of persons aged 25-54 (97,537,000 persons)

(Source: Arbitron, 12/10)

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What's up with Radio? (Part 1)

Wayne Ens sends out a newsletter that I receive. Here's a recent one that tells about the relevance of the radio advertising business:

Look at this research of younger demos from the September 2010 American Youth Study by Edison Research, and know that radio’s continued acceptance with older demos is even more impressive.

A follow-up to Edison Research's landmark 2000 study on the media habits of 12-24 year olds reveals that America's youth are still very much in tune with Radio, despite living in a gadget-filled world where media is increasingly pulled and not pushed. While challenged by a proliferation of alternative media choices, Radio continues to play an important role in the lives of the 12-24 population.

-- 80.2% of 12-24 year-olds listen to AM/FM Radio to hear their favorite songs;
-- 71.9% listen to learn about new songs;
-- 66.0% listen to find out what the popular songs are

Radio is the leading source for new music discovery among 12-24 year-olds.

• 88.2% discover new music listening to the radio (50.6% frequently; 37.6% sometimes)
• 72.2% -- YouTube
• 64.7% -- Music featured on TV shows
• 61.7% -- Music video channels
• 58.8% -- Social networking sites (MySpace, Facebook)
• 41.6% -- Internet radio stations (Pandora, Last.fm, Yahoo Music)
• 35.7% -- streaming AM/FM radio online

Radio is also the top medium to first hear about upcoming concerts (which respondents attended), at 16.9% -- far ahead of #2 social network sites (10.2%). Word-of mouth (friends, family, coworkers) are the leading source of news about concerts, at 43.5%.

Including AM/FM Radio, streamed AM/FM, and Internet-only stations, 12-24s spend over 1 day per week (24 Hours 23 Minutes) listening to Radio. Among this age group, online delivery is the preferred method:

Hours/Minutes per week:
AM/FM Radio/Streamed AM/FM Radio:		10:15
Internet-only Radio:	Pandora Other	6:53 7:15
Total Radio Listening:		24:23

The average household with a member in the 12-24 age group has 3 Radios (not including Radios in vehicles driven by the household).

Nearly half (46.7%) of 12-24s listen to radio in places other than the car. One-third agreed somewhat to the statement that they listen to AM/FM Radio only in their cars, with another 20% agreeing strongly that in-car listening is their only venue for AM/FM tune-in.

"We were pleased to have Edison Research findings revealed at the Radio Show, and excited about the continuing prominence of over-the-air radio in the lives of 12-24 year olds," stated Jeff Haley, President and CEO of the Radio Advertising Bureau. "Radio retains its position as the number one source of music discovery and its leadership in time spent with all forms of audio entertainment. The Edison study highlights important trends in social media and new forms of audio that I'm confident will be a source of inspiration and innovation by smart broadcasters everywhere."

(Source: From the American Youth Study 2010, by Edison Research, 09/29/10)

Wayne Ens

ENSMedia Inc.

705.484.9993

www.wensmedia.com

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Most Advertising is Crap

That's how I felt in 1985.

Then in 1986 I switched from playing commercials on the radio, to creating commercials. And advertising campaigns.

I didn't know Roy Williams at the time. It was in 2004 that I first read one of his books, and I knew most of what Roy wrote was right.

Here's his story, and if you agree with his approach and are in the Fort Wayne, Indiana area, contact me at Scott at ScLoHo.net.

Or contact Roy.

How I Win the Ad Wars

The Monday Morning Memo by Roy H. Williams

Frankly, I Cheat. You Can, Too.

I became an advertising salesman so I could buy groceries. A college dropout with no financial safety net, I installed aluminum guttering on houses during the day and changed reel-to-reel tapes in an automated radio station at night. Our format was radio preachers who needed your money to pay for the airtime we sold them.

We were the number 23 station in a city of 23 stations. Our best ratings book showed us with a cumulative weekly audience of 18,000 people in a city of 1.3 million. We had between 400 and 800 people listening at any given moment. That sounded like a lot of people to me. One day I asked the manager why our station played no ads.

“You think you could sell some ads?” he asked.

I nodded like a bobblehead doll.

“Do it,” he said as he walked away.

I asked the back of his head how much I should charge.

“Whatever you can get,” he answered, without ever looking back.

When you sell ads on the tiniest station in town, you don’t compete with the other stations, you sell only those businesses with too little money to afford anyone else. In fact, the money my clients gave me every month was usually all the cash they had. If my ads didn’t work, I’d have groceries in my pantry but my clients wouldn’t. A man learns fast in that environment.

The first thing I learned is that people are bored by advertising for the same reason they’re bored by anything else: lack of relevance.

“If we could see ourselves as others see us, we would vanish on the spot.”- Emil Cioran

When ads are relevant, customers respond. Are your ads relevant, or are they answering questions no one is asking?

My job at the radio station paid $3.50 an hour plus 15 percent commission. Within 3 years I was making about $6,000 a month. That was doctor/lawyer money 30 years ago.

Strangely, I never made that many sales calls. Most of my clients called the station to ask if they could buy ads from me. Usually, a friend had told them how much money they were making as a result of the ads I was writing and they wanted in on the action.

“What does it cost?” they’d ask. These people didn’t care about the radio station or its format. They just wanted to grow their businesses.

When the owners of my radio station sold it for 11 times what they paid for it, I decided I’d rather become a self-employed ad consultant than move to Los Angeles and become a station manager for them.

The second thing I had learned, you see, is that good ads work no matter how they’re delivered. I saw my ads work on virtually every radio and TV station in the city and with tiny variations these same ads performed as direct mail letters and fax machine blasts.

The secret wasn’t in reaching the right people. The secret was in crafting a message that would be relevant to the public.

My ads worked because I cheated: I insisted my clients let me deliver a message guaranteed to move the needle on the “Who Cares?” meter.

Ads fail when no one cares.

An extremely common mistake is to believe that discounting the price of a product is guaranteed to win the interest of the public. But I’ve seen that strategy fail dozens of times. A half-price turd is still a turd.

When a client belligerently demanded that I write some magic words to help him sell a load of crap that no one in their right mind would ever want to buy, I looked down at the ground, dropped a wad of spit on the toe of his shoe, then looked up into his face and said, “No.”

Yes, it was a rude and vulgar thing to do but I can assure you it shortened the argument. Word of my little stunt spread. Some saw it as the action of an egotistical lunatic. It’s possible these people were right. But others saw it as the mark of a young man who had the courage of his convictions. These people may have been right, too.

Every business owner is on the inside, looking out, and what they see is entirely different from what their customers see. Customers are on the outside, looking in.

Great ad writers remain on the outside, looking in. They are advocates, not of the business owner, but of the business owner’s customer. This gives them their great advantage.

Do you have the courage to learn what your company looks like from the outside, looking in? Would you like to know what your customer is thinking?

Roy H. Williams

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The Radio Report

Despite what some folks thing is my "overwhelming presence online", I still work full time in the radio business.

Started on-the-air when I was 16, worked full time on the air from 18 to 25, and then moved into the advertising side in my mid- 20's and returned to it in my early 40's.

I've been with the same group of radio stations in Fort Wayne, Indiana since 2003 on the advertising sales and management side of the business.

Everything else, is because of my passion for marketing, advertising, and the creative process which leads us into the internet including the social media stuff like this blog you are reading right now.

Today my noon update is an insiders look at what is going on in the radio business.

Some Answers to Questions About Radio

Andrew Hampp covers Radio, Cable TV and Out-of-Home advertising for Advertising Age. As part of AdAge's Media Marketing Guide 2010, he addresses some frequently-asked questions about Radio.

Who listens to radio these days, anyway? Doesn't everyone use their iPods and iPhones to hear music?

Believe it or not, radio's audience is still growing, with more than 239 million persons ages 12 or older interacting with the medium at least once a week, according to Arbitron's new RADAR 106 report. That's four million more than radio's weekly audience in 2009, a sign that the oldest broadcast medium is still finding new listeners.

In fact, network radio reaches more than 88% of adults 18 to 34, a 3% increase from the previous year, and more than 93% of African-Americans and 96% of Hispanic persons ages 12 or older. Radio's even a bit affluent -- 96% of college graduates ages 25 to 54 with an annual income of $50,000 or more still listen to radio once a week, while 88% of 18-to-49-year-olds with college degrees and an income of $75,000 or higher tune in each week. As for iPods and iPhones, 1 in 4 Americans connect their iPod to a car stereo, while 27% of the country, or 67 million people, listen to online radio every month, according to Edison Research and Arbitron's 2009 Infinite Dial Report.

OK, but do people still buy ads on radio? Doesn't everyone change the dial during ad breaks anyway?

Radio just experienced its largest quarterly revenue gain since 2000, growing 8% to $4.5 billion in second-quarter 2010, according to the Radio Advertising Bureau. The first half of 2010 is now up a combined 6%, the first yearly increases for radio since 2007. Surprisingly, a lot of that growth is driven by national advertisers, who've stayed away from the medium in recent years due to radio's inefficient measurement and buyer-unfriendly planning tools. As leading companies like Clear Channel and CBS Radio continue to integrate sales forces (not to mention bundle buys with outdoor ads for key clients), it's become easier for leading wireless, entertainment, automotive, retail and financial service marketers to place their ads in radio. Plus, people seem to be hearing them -- Arbitron's RADAR 106 report revealed that 190 million persons ages 12 or older heard at least one radio commercial a week. Arbitron's Portable People Meter, introduced in several markets in 2007, finally reached national deployment this past year and has also helped national marketers equate radio to other media on a demographic and average-time-spent basis for the first time.

What about HD Radio? Does anyone listen to that?

Not as much as the radio industry would like you to, but more than you think. Weekly tune-ins vary by market, but the HD audience can be quite high in cities like New York (74.1 share among persons 12 and older), Los Angeles (79.8 share), Chicago (85.9 share) and even St. Louis (84.1 share.) More than 2,000 of the country's 13,000 stations had been converted to HD by August, with more than 1,200 multicast channels. The consumer push to sell costly HD radio players as retail seems to have been shifted to installment deals with automotive manufacturers, with Lincoln, Audi and Kia recently signing up for standard or optional HD radio installations in 2011. Leading HD radio manufacturer iBiquity expects to have 1.2 million devices available in cars, consumer electronics and portable music players by third quarter.

Is online radio a big deal yet?

Online radio has become a solid business in recent months, with SNL Kagan pegging the market to be worth as much as $550 million by year's end. Arbitron and Edison also recently put the weekly online radio audience at 42 million listeners in 2009, up from 33 million in 2008, while ComScore reported that radio was the fastest growing online category during the month of June, with a 34% increase in monthly visitors (48.9 million total.) The growth is thanks in part to developments like Apple's acquisition of Lala; News Corp.'s purchase of iLike.com and Imeem; and the continued growth of leading radio site Pandora, as well as Clear Channel's iHeartRadio and CBS Radio's Last.FM. Yahoo Music and News Corp.'s MySpace Music are also considered big online radio players, while satellite company Sirius XM has made an increased investment in online offerings to paying subscribers. Pandora is still the largest player in the space, recently surpassing the 60 million registered user mark in July due to the continued success of its mobile app as well as its linear ad-supported site.

(Source: Andrew Hampp, in AdAge.com, 09/27/10)

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Radio Connections

Yep, with all the choices we have for entertainment combined with advertising, Radio is the most effective according to this report:

Radio Clicks with Consumers Before Shopping

Radio reaches the majority of shoppers before they begin their shopping expeditions, exceeding most other media, including TV and the Internet, according to a study performed by Ball State University with Nielsen and the Council for Research Excellence in 2008.

One caveat: though the study was just released, the increasing rates of smartphone adoption may have altered these behaviors somewhat, the study results suggest that Radio still dominates advertising messaging around certain important activities.

Overall, Ball State found that 62% of consumers who are going shopping listened to the Radio just 14 minutes prior to commencing shopping, versus 42% of shoppers who saw TV in the 42-minutes preceding shopping.

This big margin is due mostly to Radio's prime position in drive-time media consumption. Interestingly, shoppers displayed relatively light media consumption during their actual shopping expeditions, with a mere 17% talking on their mobile phones, while 16% viewed out-of-home TV, and 7% viewed other kinds of out-of-home video. Less than 3% accessed mobile Internet.

The data suggests that Radio was effectively the last medium to reach the majority of shoppers before entering the shopping environment, at which point they become harder to reach.

Of course, these findings should be treated with some caution, as the rapid growth of smartphones over the last two years may be changing media consumption habits. From 2008-2010, the number of U.S. smartphone users tripled from 15 million to 45 million, according to separate figures from Nielsen and ComScore.

New technologies may also change drive-time listening habits to the detriment of traditional broadcast Radio. For example, Aha Mobile is working to import Web-based audio to automobiles through smartphone apps, allowing drivers to safely consume (and create) interactive content. It does this by delivering a variety of text-based content converted into audio form. GPS data allows Aha Radio to deliver contextually relevant content based on the user's location.

In January, Pandora announced a deal with electronics manufacturer Pioneer Corp. that allows consumers to bring Pandora's personalized audio content to their automobiles. Pioneer is manufacturing a multipurpose navigation and media device, priced at $1,200, that will allow customers with iPhones to stream the online music service to their car stereos via the mobile devices -- after they download a new app that lets the devices link up.

(Source: Media Daily News, 06/30/10)

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Digital Demos

from Mediapost:

Digital Potpouri

The new national survey from Arbitron and Edison Research, The Infinite Dial 2010, provides a selection of metric insights into the use and users of social networking, online radio, MP3 players, Wi-Fi, Broadband, mobile phones, and television.

Social Networking

The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached 48% of the population in 2010, double the level from two years ago.

The new study reveals that consumer use of social networking sites is not just a youth phenomenon. Personal profile pages are maintained by:

• 78% of teens
• 77% of 18 to 24s
• 65% of 25 to 34s
• 51% 35 to 44s

The study also shows that 30% of Americans age 12 and older, who have a profile on at least one social networking Web site, use those sites "several times a day" compared with only 18% one year ago.

Bill Rose, Senior Vice President of Marketing, Arbitron Inc "The use of social networking sites has expanded beyond younger consumers, with substantial numbers of Americans over the age of 35 now using social media,"

Key Findings about Radio and Digital Platforms:

MP3 Players

Nearly one in four Americans has listened to audio from an iPod or other MP3 player connected to a car stereo: Although consumers often have to deal with myriad adapters and other barriers to in-car listening, 54% of iPod/MP3 player owners have listened to their device in their car; this equates to 24% of all persons age 12 and older having listened to an iPod^TM, iPhone^TM or other MP3 player while connected to a car stereo.

Radio

Three in ten 12 to 24s are "very interested" in online radio in the car and on mobile devices: Among those age 12 to 24, 30% are "very interested" in listening to online radio in-car, while 28% are "very interested" in listening to online radio on mobile devices.

Consumers say radio station Web sites are improved but TV and print sites are leading the local battle: Nearly half of people age 12 and older give credit to radio for improvements in their Web sites. 48% say that radio station Web sites have gotten more interesting compared to 17% believing them to be worse or less interesting. However, monthly visitation to radio station Web sites (16%) among persons 12+ lags visitation to local TV and local newspaper Web sites.

Main Reason Listeners Choose Internet Radio
Reason	% of Respondents
To control or choose the music being played	20%
More music variety	17
Fewer commercials	14
To listen to audio you cannot get elsewhere	14
To get a clearer signal than over-the-air radio	12
Less DJ chatter	6
Because it's new	6
Source: Arbitron and Edison Research, April 2010

"Americans continue to hold radio in high regard, with nearly eight in ten saying they plan to listen to as much AM/FM radio in the future as they do now - despite advances of technology" said Arbitron's Bill Rose.

Internet

For the first time, more Americans say the Internet is "most essential" to their lives when given a choice along with television, radio, and newspapers;

• 42% chose the Internet as "most essential"
• 37% select television
• 14% choose radio
• 5% said newspapers

While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.

% of Respondents Who Have Listened to Online Radio/Watched Online Video in Past Week (Base: Total Population 12+)
Year	Online Radio	Online Video
2003	8%	3%
2004	8	7
2005	8	8
2006	12	12
2007	11	15
2008	13	18
2009	17	27
2010	17	29
Source: Arbitron/EdisonResearch, April 2010

Wi-Fi

62% of homes with Internet access have wireless network set-ups in their homes, more easily enabling the consumption of digital media in any room of their home.

Texting

45% of mobile phone owners age 12 and older text multiple times a day. Other segments texting several times a day:

• 75% of teens
• 76% of persons age 18 to 24
• 63% of 25 to 34s
• 42% of 35 to 44s
• 37% of 45 to 54s

Broadband

Growth of residential broadband has leveled off, with 84% of homes with Internet access having broadband connections. The slower growth of residential broadband is associated with little year over year change in weekly usage of online radio (17%) and online video (29%). The study suggests that expanded use of use of mobile devices and in-car Internet may spark the next wave of growth.

More information may be found with Arbitron here, and for access to the PDF file with charts and graphs, please visit here.

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Radio is not Dead

And unless they stop making those radios you can drive (cars), I predict people will keep listening...

From my email:

Americans Continue to Hold Radio in High Regard

The new national survey from Arbitron and Edison Research, The Infinite Dial 2010: Digital Platforms and the Future of Radio, proves once again the dominance of Radio in the audio listening environment.

• 92% of Americans 12+ Use/Own Local AM/FM Radio.
• 8 out of 10 Persons 12+ would be "very/somewhat disappointed" if their local AM/FM Radio station were no longer on the air.
• About 7 in 10 Persons 12+ who use new media options say they'll continue to listen to AM/FM Radio as much as they do now, despite increasing advancements in technology.

Radio ads have stronger influence amongst Blacks and Hispanics -- increasingly important consumer segments for many marketers.

"How often seek more info about products/services hear advertised on Radio."
Total 12+: 10%
African-American 12+: 16%
Hispanic 12+: 14%

"How often purchase product/service hear advertised on Radio."
Total 12+: 06%
African-American 12+: 11%
Hispanic 12+: 11%

It's important to remember that the growth of the Internet as a cited listener preference does not negate the reach and influence of a valued Radio brand. These brands are all over the Web.

• 31% of Persons 12+ have ever visited a Local Radio Station Web Site -- up from 28% in 2002.
• About half of those who have visited a Local Radio Station Web Site say they are "More Interesting" than they were a few years ago.
• 57% of Local Radio Station site visitors go to find titles and artists of songs played.
• 55% go to Local Radio Station sites to listen to that Radio station.
• Approximately 40% of Persons 12+ say Local AM/FM Radio Stations are their primary source of learning about new music; among those who cite the Internet, there is no way to determine what percent learn about new music from a Local Radio Station's Web site (online).

The consumer call for FM on cell phones has risen from a murmur to an all-out roar. The industry needs to find ways to serve this important market more rapidly.

• 18% of current Online Radio Listeners would be "Very Interested" in listening to Internet Radio through a cell phone, smart phone, or MP3 player.
• The percent interested in accessing Internet Radio through a cell phone, smart phone, or MP3 player rises to 28% among 12-24 year-olds.
• 41% of 12-24s who own mobile phones say they'd listen to more FM Radio if a tuner were built into those phones.

For access to the complete study, click here.

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Radio is still Alive

From the not too distant past, in my email archive:

More Than 235 Million Listen to Radio Every Week

Arbitron Report Reveals a Growing Audience

Radio reaches more than 235 million persons age 12 and older over the course of a typical week, according to the RADAR® 101 National Radio Listening Report.

Since the December 2007 RADAR 95 report, the RADAR national Radio listening estimates and network Radio audience reports have been based on PPMTM respondents from within commercialized PPM markets and on diary respondents from the balance of the United States. The combination of PPM and diary respondents have shown more listeners to Radio over the course of a week versus the 2007 RADAR listening reports which were based on diary respondents alone.

As additional Radio markets transition to electronic measurement, total Radio reach is revealed to be larger than in previous surveys. Listening to RADAR Network Affiliate stations has also risen year over year. Over the course of a typical week, more than 213 million persons age 12 and older tune to the more than 7,700 RADAR Network Affiliated stations, up from 210 million listeners one year ago in RADAR 97.

Radio has strength and stability
Radio reaches 92 percent of persons 12+ each week, despite the adoption of MP3 players and the growth of Internet-only stations. Even 89 percent of the youngest Radio audience, teens ages 12-17 who are most accustomed to using new technologies and forms of media, continue to tune in each week. Network Radio also reaches nearly 85 percent of the ad elusive and media multi-taskers Adults 18-34 category.

Radio has universal appeal
The diversity of formats in Radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.

· Ninety-two percent of Black Non-Hispanic persons and 93 percent of Hispanic persons, age 12 and older, tune in to Radio over the course of a week.

· Radio reaches about 93 percent of both Black Non-Hispanics and Hispanics age 18-49 over the course of a week.

Radio reaches the educated and affluent
Radio reaches more than 94 percent of college graduates ages 25-54. Ninety-five percent of adults 25-54 with a college degree and an annual income of $50,000 or more tune in to Radio over the course of a week.

Network affiliated stations reach nearly 86 percent of college graduates ages 18-49 with a household income of $75,000 or more. All Radio stations reach close to 94 percent of this age group.

(Source: Arbitron Inc., 06/15/09)

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Diamonds

What's ahead for the year:

Jewelry Stores Anticipating Brighter Days Ahead

Radio Still Occupies a Key Role in Marketing Plans

With the 2009 holiday season now behind them, jewelers who have survived the year will find a weeded-out playing field and a consumer whose confidence will grow as the year progresses -- which means this year will be a time to look forward and not back.

Industry analyst Ken Gassman says there is "zero question" that 2010 is going to be better than 2009.

After hitting $61.6 billion in 2007 and then dipping to $60 billion in 2008, U.S. fine jewelry sales were anticipated to slide further, to an estimated $57.3 billion in 2009, according to U.S. Department of Commerce data.

Sales are expected to rebound to $60.7 billion in 2010, with the spoils of a slowly improving economic outlook going to a downsized group of industry survivors, according to the latest statistics.

As of October 2009, the number of retailers, manufacturers and wholesalers that ceased operations, consolidated or filed for bankruptcy was up 53 percent as compared to 2008, figures from the Jewelers Board of Trade show.

Jay Holtorf of I.W. Marks Jewelers in Houston understands consolidation firsthand: The faltering economy prompted the jeweler to shutter its Sugar Land, Texas, location back in May.

But Holtorf is also aware that he's heading into 2010 with a scaled-back list of competitors.

The three Bailey Banks & Biddle stores in the Houston area were all scheduled to close by the end of 2009, following the bankruptcy of parent company Finlay Enterprises Inc., which also operated the Carlyle & Co. and Congress Jewelers chains.

"I'm sure there will be some other independents that will not be around in 2010," he says.

Going forward, Holtorf plans to keep a close eye on expenses and to only stock best-sellers -- bridal, loose diamonds and watches.

"We're going to stay with the status quo and make our investment more in very traditional goods," he says.

One cutback that will be carrying over from 2009 is the store's advertising budget. Holtorf says the company has hired an outside advertising agency to help evaluate its ad spend, a move that has saved the jeweler 30 percent.

As part of the cost-saving plan, I.W. Marks reduced its print advertising budget and shifted its Radio advertising into more effective time slots.

David Peters, director of member services for Jewelers of America, says 2010 will be a year in which retailers will want to rely on updates of classic styles, and he says retailers shouldn't be shy about scooping up customers who may be seeking a new jeweler in the wake of the recession.

He says retailers should call fellow jewelers who are exiting the industry and ask how they can service their customers.

"Maybe it's a little bold to do that, but what are you going to do, hope those people accidentally stumble across you?" Peters asks. "Those days are long gone."

He also recommends retailers increase their outreach and broaden their scope, a strategy that Michael Zibman, general manager of Windsor Fine Jewelers in Augusta, Ga., employed in 2009.

The store upped its marketing budget to reach consumers in the small towns between Augusta and the larger cities of Charlotte, N.C., and Atlanta via print, Radio and TV advertising.

"Most people would think of Charlotte first, but we are as big or bigger than any jewelry store in Charlotte," Zibman says.

Windsor will continue this profitable strategy in 2010 and will also retain its identity as a store where the display cases are fully stocked.

"We've always been a store that has a lot of merchandise," Zibman says. "It's not so much a special-order business."

Windsor customers like being able to find the merchandise they are looking for on the spot.

At Baker & Baker Jewelers in Marietta, Ohio, owner Larry Hall says he survived 2009 through omnipresent marketing: The name of his 91-year-old store was everywhere, including in TV ads, at the town Christmas parade, where the jeweler handed out favors, and on a local Radio show, where Hall appeared as a guest.

In 2010, Hall's store will be delving into social networking by launching a page on Facebook and getting into Twitter. In addition, with the help of a newly hired Web expert, Baker & Baker will add e-commerce to its information-only Web site.

"We're excited about the electronic world," Hall says. "Social networking, that shows people you're connected."

Another plan for 2010, now that all of Hall's employees have an e-mail address, is to buy iPhones to keep employees in constant contact.

"I want them to be a little more connected than just at the store," Hall says. "They can get (e-mails) and respond immediately."


Tips for Jewelers in Tackling 2010
* Focus on personal contact and customer service, but use modern tools, such as e-mail and e-newsletters.
* Stock up on updated versions of proven sellers.
* Combine community outreach with environmental or social causes. Why not sponsor a park clean-up day or donate to the local soup kitchen or homeless shelter?
* Reach out to area jewelers who are retiring or going out of business to see how you can serve their former customers.
* Broaden the scope of your marketing. There may be consumers out there looking for a new jeweler just a few towns over.

(Source: National Jeweler, 02/23/10)

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It's A Just a Tool

Social Media.

Those in old media are quick to mention it's limitations. Radio & TV stations that say, we have all of these listeners & viewers that your commercials will reach, we are better than Facebook, have their heads buried in the sand.

Newspapers that ignore Social Media know that they are dying, but are afraid to publicly acknowledge it.

On the other side of the coin, we have Social Media Guru's and Experts that talk about Friends, Followers, SEO techniques, and speak in a language of their own and are ready to kill off the still popular old media, if they can just more Friends and Followers to jump on their web bandwagon.

Both are wrong. Instead of combating, they should be collaborating. Harvey Mackay wrote about this recently:

Harvey Mackay's Column This Week

Use technology to enhance creative thinking

A Midwest university professor complained: "We are now focusing more on how to use the tools of communication than we are on how to effectively communicate. As a result, we are turning out computer and internet gurus who can't write and think creatively."

How frightening! If ever there was a time when creative solutions were more valuable, I can't remember it. Most companies are operating with fewer employees, less cash, more challenges and uncertain futures. Creative thinking is the difference between their next chapter and Chapter 11.

There's a certain irony in the professor's comparison too. Technology should help us use our time better. It should ease our workloads. With our records, correspondence, contracts, plans and ledgers at our fingertips with a few clicks, we should logically accomplish more in a shorter time. We actually have the means for instant, real-time, "face-to-face" communication just about anywhere on the planet.

But if that communication is meaningless and useless, the whole point of having and using great tools is lost. Mastery of texting skills often means abbreviations and "alternate" spellings. Limited space for tweets requires the writer to send the briefest of messages, eliminating details and information. Both skills are useful, even essential, but secondary to the message being sent. I appreciate brevity and succinctness, but definitely not at the mercy of effectiveness and creativity. As I like to say, knowledge does not become power until it is used.

We should have seen some of this coming. Author Marshall McLuhan stated back in 1964 that "the medium is the message," meaning that the medium used influences how the message is perceived. All media, he said, have characteristics that engage the viewer in different ways. But I wonder if McLuhan could have imagined the far-reaching effects of our information age technology and the instant access available to anyone on the Internet. Is creativity lost to the medium?

Really good managers foster creativity in their employees by challenging them to use their technology to enhance their brainpower. Try some of these exercises to get the creative juices flowing in your organization. Use whatever technology works best for the situation.

• Pass the BlackBerrys. At your next staff meeting, invite each person to write one idea or solution for the group to consider. Then have each person pass the idea to the next person, who adds his or her thoughts. Continue passing until the idea arrives at the original source. Have the group discuss and choose the best ideas. Fresh perspectives spur creative solutions and identify problems you may not have realized even existed.
• The worst idea. After a problem is presented, each person suggests the worst possible idea to address the problem. Bad ideas enable employees to see problems in a different way and can spur very good ideas. Ask "what's the worst thing that can happen?" and determine what effect a given solution might have.
• Try on "new shoes." Invite employees to walk in their customers/clients shoes to identify what their needs and desires are. Don't think about what you already do for them, ask what you'd really want if you had to do their jobs. You may be able to recognize needs that the customer hasn't expressed. Then communicate those creative solutions to your customers by a tweet, website update, or Facebook message.
• Foster an attitude of respect. Employees perform better when they know their ideas will get a fair hearing. If you are tempted to automatically dismiss an employee's suggestions, or if employees aren't willing to share their ideas for fear of having them shot down, the work environment is not productive. On the other hand, if your employees are constantly producing creative ideas, they make you look like a genius.
• Celebrate successes. Get in the habit of recognizing and celebrating creativity as it happens. Spread the word on company email. I've long thought that creativity is contagious and I want my whole staff infected! A little recognition goes a long way toward building a confident staff.

I'd take Marshall McLuhan's observation in a slightly different direction in 2010: The medium enhances the message. A spectacular website with a lousy message will never supersede a creative message in simpler form. There is no substitute for great ideas.

Mackay's Moral: Technology is a result of creative thinking, not a replacement for it.

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