Monday, February 7, 2011

Ad Industry Growth Should Help Radio In 2011...

While there are no guarantees in the radio business, the growth of the advertising industry should produce much-needed dividends for radio. The ad industry is going back to full-service while gladly accepting digital and social elements as part of the family. Andrew Cherwenka, Syncapse.com VP US Sales, tells The Huffington Post that "successful full-service agencies still have a strong edge over most of the specialty shops ripping at their heels: they know how to build brands. The introduction of new media options makes great storytelling and execution more important than ever. Winning agencies start with the creative first - a responsibility of every employee - then look for the media platforms that generate the best reach, frequency and impact (are you listening, radio?). The winning ideas are those generated from knowledge of all channels, not just a mobile app or the latest location-based social network." ...

Cherwenka concludes that "with the advertising industry back in growth mode and RFP's (requests for proposals) flowing freely, many full-service agency leaders are labeling interactive leadership as important but not urgent. But any agency not advancing its interactive mindset, creativity, education, leadership, and proof is at risk from those who are. Clients and talented employees - both current and prospective - will soon insist on it." ...

Of course the agencies Cherwenka is talking about are national ad agencies. They don't represent local accounts - local radio's lifeblood. We all know that local agencies don't always produce the quality that national houses do - otherwise they would be national agencies - where the real money is. But it is a good sign that advertising agencies are back to full-service...

10 Timeline Memories:
1.1964] Premiered on this date: The Beatles land on American soil for the first time and the 'British Invasion' begins...1974] Mel Brooks' "Blazing Saddles" debuts in movie theaters...
2.1979] The Clash invade America: I was fortunate enough to fly several Epic executives out on one of William Paley's jets to see the Clash open at the University of California at Berkeley and take part in the ill-fated Rolling Stone Magazine photo when the 'real bad boys of rock and roll' walked out of the photo...
3.1949] The solid gold Yankee Clipper: Joe DiMaggio becomes the first $100,000 player...
4.1965] The Name Game: Cassius Clay becomes a Muslim and adopts the name, Muhammad Ali...
5.1966] Who's your daddy?: "Crawdaddy" magazine is published for the first time. It was designed to compete with Rolling Stone. It doesn't.
6.1985] Swimsuit edition: 'Sports Illustrated' releases its annual 'Swimsuit' edition which somehow manages to be not only the largest regular edition but 'most read' edition...
7.1985] Start spreading the news: "New York, New York" becomes the official anthem of New York City. When the Yankees win they play Frank Sinatra's version. When they lose, it's Liza Minelli's version, which should make her feel real good...
8.1988] Wedding Bells: Robin Givens and Mike Tyson get married. The marriage will end in a split-decision with Robin winning by getting the hell out of the marriage...
9.1995] Gotcha!: Ramzi Yousef, alleged mastermind of the 1993 World Trade Center bombing in arrested in Islamabad, Pakistan...
10.2010] Saints are Super: New Orleans beats the Indianapolis Colts 31-17 in Super Bowl XLIV...

Music Memories:

Events:

"The Making Of Fantasia, a multimedia presentation will be held tomorrow, February 8th from 6:30pm to 9pm at the New School For Jazz Performance, 55 West 13th Street in Manhattan. For additional information contact, search Facebook for: Audio Engineering Society, New York Section...

"Happy Birthday...happy birthday":
Ashton Kutcher (33), Chris Rock (46), Garth Brooks (49), James Spader (51), Emo Philips (55), Gay Talese (79) and Oscar Brand (91)...

Timeline Countdown: 6 days until pitchers & catchers report, 7 days until Valentines Day, 14 days until Presidents' Day, 34 days until we turn clocks ahead & 41 days until spring arrives...

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