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January 11, 2005
Terrestrial Radio Launches Despirate Ad Campaign
They said that Satellite Radio would never take off. Then they dismissed it as barely even a threat. But now, it looks like terrestrial radio is starting to feel the heat. With more and more satellite radios being sold by Sirius and XM, and the marketing departments of both companies creating more exposure than ever before, suddenly Terrestrial is taking notice and is launching a counterstrike.
Big Radio companies such as Clear Channel, Entercom Communications, Infinity Broadcasting, Greater Media and Cumulus Media, put their wallets together to scare up $28 million in advertising time over the next few weeks to air a series of 30-second radio ads. Radio will be the primary media vehicle in the campaign, but other media, including Print and the Internet-based will also be used.
A WSJ.com article (subscription req'd) points out:
The campaign combats "the urban legend out there about radio not being an innovative medium," says David Field, chief executive of radio company Entercom, based in Bala Cynwyd, Pa. He points to breaking artists and emerging formats such as "Hispanic hip-hop" to make his point.But satellite-radio operators counter that they are more cutting-edge, and that their diversity of stations allows them to give more airplay to new artists. "We are not far from the day when XM breaks a [mass appeal] artist," says Eric Logan, XM's program director.
New York-based DeVito/Verdi was tapped to create the campaign. The first round of radio spots goes after the 19 to 29 year-old featuring Nelly, Ludacris, Avril Lavigne, Alicia Keys, Ashanti and Hoobastank in an attempt to prove terrestrial's leading role in launching new artists.
Prove it? Please.
After years of listening to "Traffic and weather together.." "The number one home of Rock and Roll.." and "Be the 9th caller to win.." by all the same wacky-DJs - now they're surprised that terrestrial radio is being viewed as (gasp) not innovative?! That's gonna be a little hard to fix with just a few commercials.
January 11, 2005 02:05 PM
Comments
What I like about satellite radio is the fact that you don't have to be in one location to hear your favorite show, terrestrial radio doesn't have that capability.
I recently purchased the MyFi and found out that you don't always need the clip-on antenna (which is kind of a hassle but worth the price of being able to record O & A.), the signal is sometimes as strong if you're planning to stay stationary for a while.
Posted by: Vic at January 11, 2005 03:01 PM
typical entrenched-big-media-corporation-government response to a problem: cover it up with rose-colored glasses and some PR. Instead of adressing the real problem and calling those responsible to account, whitewash it with a ham-fisted commercial and giving all the CEOs a raise.
Posted by: max at January 11, 2005 03:11 PM
Sorta funny that they're using *commercials* to try to boost the image of.... commercial radio.
They don't get it. Terrestrial radio did this to themselves. Now they're trying to make the public believe otherwise with Avril Lavigne and Ludacris.
Posted by: Ryan at January 11, 2005 03:47 PM
I think that once satellite radio does not have issues with reception and bandwidth, it's all OVER for regular radio.
Posted by: johnny griswold at January 11, 2005 03:57 PM
