Radio

Why we miss the point

The main difference between music feeds and radio is not the absence of DJ, nor the absence of professional scheduling.

It is about permission. Permission to interrupt.

Advertising business model has been built for ages on interruption. Interrupted programs, interrupted flow of pages, advertising business never requested any permission from the end user.

Things changed with the web.

Do you know that most educated users will NEVER see those ads on your website ? They use adblockers. Those little plugins are available for free, constantly updated, and they simply block each and every banner, square or skycraper they detect. It’s just like those “no ads” stickers on your mailbox, except that it works :-)

An iPod is the same. A music feed (disorganized but instantely controlable) without any interruption.

How do we compete with that ?

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3 Comments


  1. Bruno

    November 15, 2008 at 6:50 pm

    Prions pour que jamais ne vienne s’insérer à l’intérieur même d’un titre un message de type publicitaire, par exemple sur un refrain remplacer “oui je l’adore” par “groupama” !!!
    B.

    Reply

  2. Matthieu BLAISE

    November 16, 2008 at 12:36 pm

    Pourquoi la Radio Numérique n’a t’elle pas pris le plis de supprimer les interruptions publicitaire en diffusant les publicitées sous la forme d’images sur les récepteurs ? Un flow continue de bannières “cliquables”?

    Reply

  3. George M.

    November 19, 2008 at 9:00 pm

    Do you still think that is a problem? I thought the great FM-exodus took place a few good years ago (2000-2001).
    In 2008, the decimated FM audience is pretty stable and will swallow any interruption.
    ** **
    I have no answer to your question. But if I were a marketer on the radio, I would apply some common-sense rules from home: do not interrupt, be funny, and be useful. Voila!

    Reply

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