Radio has created a niche market it should be ashamed of!

I recently spent a considerable amount of time researching advertising agencies to track trends in how they do business in 2016. Out of 37 agency websites in a variety of top 30 markets I examined, only 5 even mentioned radio creative as a service they offer? 5! 21 mentioned TV creative as a service they offer. EVERY one of them offer digital, social media content, content marketing, SEO research….. 5 mentioned radio. Radio has created a niche market it should be ashamed of…. radio creative. No one is doing it, yet. I had no idea I was working in such a niche market? Some small, private broadcaster will begin the trend back to radio creative by actually hiring a Creative Director, a position almost every radio station in the top 100 markets had as recent as 5-6 years ago. Radio has simply abandoned it’s core business! I promise to remind the RAB and NAB about this, though it’s a shame they need to be reminded. Radio has fallen into the “shiny new object” trap that ignores a business that a century after it’s inception is still used by 94% of Americans every week. Embarrassingly, the results shown by my small sample, less than 15% of advertising agencies list radio creative as a service they offer. Radio loves to brag about it’s “reach”. Reach means nothing to their precious few clients if the quality of the commercial messaging is crap. Do we really wonder why there’s such a client attrition epidemic in the radio industry these days? Today’s radio messaging just doesn’t deliver results like it used to. Think about this the next time you see a quote from some radio executive bitching about being undervalued on wall street, and moaning about radio only getting 7% of the total advertising pie. It’s never usually more than a few days away. Radio’s foot is full of holes. Hey Inside Radio, throw them a bone!!