7-9-14
We've written many stories in this space about how important creative is, how vital it is that commercials stations air have a high probability of succeeding. And that all comes down to the creative. Bad commercials will not work, no matter how good the schedule. It's that R.O.I. thing so many in radio have been talking about and studying lately. If creative is a weakness in radio, Pandora is starting to attack it. And we all know where Pandora hopes their new money will come from. Your radio station. The Internet pure-play is on the creative bandwagon. Here are the details...
In the past year alone, Pandora has increased its creative department by 70 percent to 60 employees, according to The Wall Street Journal. Pandora's Senior VP of Strategic Solutions Heidi Browning is quoted as saying, ?Our mission is to position Pandora as more than just a media buy. Advertisers want to be more involved and understand the new frontiers. That gives us the new opportunities.?
(7/10/2014 7:49:02 AM)
Investing real payroll into creative is what makes Pandora truly dangerous to broadcast radio. The few independent stations and regional groups that have done it are significantly outperforming the rest of the industry. Just ask Jerry Lee in Philadelphia or Don Jacobs in Sioux Falls.
(7/10/2014 4:21:19 AM)
Any broadcast organization that can produce listenable and effective Creative will be the one that is blazing new trails into, so far, uncharted territory.
That organization will also experience success beyond any traditional radio executive's imagination.
Warning: There is a great deal more to this than hiring gag writers. This is serious business for serious people.
Oh, and by the way, it represents the other half of radio's very last chance.
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