2-22-2012
Mark Storie is the President and Southeast Regional Director of ViaMark Advertising, an agency he created in Eastern North Carolina. Storie, who started out in radio, launched the company in 1995, and ViaMark has been growing ever since. It's always a good thing for radio to have someone on the agency side -- someone who knows how to use radio, and knows it produces results.
Storie makes sure his clients are heavily involved with radio. "We use it to drive many of our traditional, promotional, and digital initiatives," he says. "Radio remains one of our most potent and effective marketing weapons." We caught up with Storie recently and asked him for his perspective on the evolution of radio over the last decade.
What is your impression of our industry now, compared to 10 years ago?
Small and medium markets are where radio can still flourish and remain relevant. My overall impression is that radio remains strong, but in markets where mass firings in sales and programming loom, radio will be weakened. The industry is more predatory and less people-kind. It's more inwardly focused. Here's a major difference: Shareholders come first, the station comes second. Clients come third. That's radio's new pyramid.
If I worked for Clear Channel or Cumulus, I'd be seeking an opportunity with Pandora. Side note: Pandora is a game-changer in markets where local radio is being replaced by repeater efforts. IHeart all you want -- Pandora is the master.
What's your biggest pet peeve with radio?
The mass firings prompted by the greed and stupidity that now control the largest radio companies. Radio's biggest asset has always been its people. I guess that can be said of many industries, but it's especially true in radio.
Do you believe radio is keeping up with the ways consumers receive information and entertainment?
I have always maintained that radio is a social media -- if it is local, connected, and relevant. If, however, it does not maintain its local position of relevance, it is an easily replaced commodity. So, yes, consumers still turn to radio for information and entertainment. While we have more choices, radio still has a unique position in our lives.
The radio sales reps you deal with -- tell us about them.
The reps that have been around for more than a decade are working harder for less money. For the most part, these radio veterans are educated marketing professionals doing the best they can. The newbies are run through stations like a packing house, here today, gone tomorrow. Let's be honest: Why would you go to work in radio today, really?
What do you want to see more of from radio? How can radio be better for you and to your clients? Here's a complete waste of my time, but how about investing in people again? How about a local airstaff instead of an iPod wannabe. Really? You own a radio signal, and you are comparing yourself to an iPod? That rationale borders on lunacy. It also says you are no longer an innovator. I want to see more humility and less arrogance. Park the jet, you deserve a coach ticket at best!
As a consumer, what are your thoughts about what you hear from radio when you get in your car?
It depends on the market you live in. In a market like Eastern North Carolina, most of the stations are still live and local, thanks to Beasley and NextMedia. I hear what's going on where I live. A recent event at East Carolina University, where a suspected gunman was seen near the campus, was covered by local radio immediately. While the gunman turned out to be an umbrella-toting student, local radio was all over it. In markets dominated by the likes of Clear Channel and Cumulus, I suspect you would not have heard a single word about that incident until the following morning's news.
Mark storie can be reached HERE or you can leave your thoughts below.
(2/22/2012 11:28:08 PM)
Mark!!!!
My hero. I preached this same concept for years...and I am now reluctantly retired.
Donna James
Based on David's observations, I now know of TWO kindred spirits!
(2/22/2012 9:32:07 AM)
In Mark's radio pyramid, he left out the most important leg...the listeners. Listeners complement advertisers. Advertisers complement listeners. Passionate radio employees are the crucial third leg.
It's been the shareholders who have made radio irrelevant the past decade-plus. They've replaced the "passionate radio employee." I guess the shareholders role is to drive radio into oblivion.
Seems I have found another kindred spirit in N.C. Thanks, Mark... for the straight goods.
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