That was the title of the January 30, 2012 Monday Morning Memo from Roy H. Williams, The Wizard of Ads®; he was referring to radio as an advertising medium, not as a hobby or passion.
I read his Monday Morning Memo pretty regularly. He is a wonderful writer with a Zen-like approach to what is often more hocus pocus than science.
Listen to the entire memo here.➚
Oh, and the reason(s) why radio doesn’t work?
“Bad radio ads fail because they say nothing of consequence to the listener. Good radio ads fail because they are scheduled to reach too many people with too little repetition. Radio scheduling decisions guided by a consideration of Gross Rating Points are virtually guaranteed to reach too many people with too little repetition (frequency.)” (Source➚)
Started: 2012-01-30
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