« Robert De Niro, Deer Hunter, The Key to PPM Success. | Main | Want to Grow? You Need a Bigger Tent. »

June 07, 2011


Richard Harker

Jeff, thanks for your contribution to the discussion.

You've raised some good points that we've addressed in a follow-up post. I'm sure you're familar with the phrase "nothing kills a bad product faster than good marketing." We believe that, and we also believe the opposite, that nothing helps a good product better than marketing.

We have to start with good radio, or nothing else matters, but once you have it, you need to tell people about it.

Jeff Vidler

Great analysis, Richard.

This reminds me of the old conventional wisdom that it’s difficult to increase both TSL and cume at the same time - that if you take steps to increase cume, your TSL will shrink, and vice versa. I’ve run the analysis on this one and, in fact, stations that go up in cume are more likely to increase their TSL than stations whose cume is flat or goes down. Even though stations that try extend their appeal too far can put their TSL at risk, there is a greater factor at play. And that’s simply that good radio is good radio.

Not 100% sure I buy into your conclusion that “the single most important tool to grow an audience” and cume is external marketing. Again, I’d say good radio is. And, of course, radio hasn’t been investing in that much these days either.

The comments to this entry are closed.

About Radio Insights

  • email us at [email protected]
  • Radio Insights is a service of Harker Research, a leading U.S. media research and consulting company. Harker Research provides innovative and insightful strategic research to help our clients grow.

    With nearly thirty years of experience, we’ve helped hundreds of radio stations create innovative solutions to the challenges they’ve faced. Today radio faces a myriad of new challenges. Harker Research is helping our clients prepare for this new world.

    We believe that 21st century challenges require 21st century solutions, solutions created through our custom action-oriented strategic research. And while radio faces many new challenges, radio also faces many new opportunities that can potentially transform the medium. Our broad range of proprietary research tools are each tailored to help radio stations capitalize on these new opportunities.

    Our experience, skills, and tools can help stations rejuvenate old formats or develop new formats. We can help create and strengthen a brand’s positioning. Our research can create tools to develop and enhance the full brand experience across multiple media and vehicles, from traditional mass media to web and wireless strategies. As radio moves towards electronic measurement, Harker Research is helping our clients to compete in this new arena.

    Radio Insights explores the many turbulent forces swirling around radio. It offers our take on the issues of the day and demonstrates the company’s original thinking. If you would like to talk with us directly about any of the issues we touch on, call us at (919) 954-8300.