Art & Commerce: Feedback

Video Killed the Radio Star? No Way
Reading your article “Radio Days” [Creative, June 14], I was surprised to learn that radio “doesn’t get the same respect,” etc. It is 1999, after all. Marketers are supposed to be aggressive, to use all the tools available to deliver customers to their clients. I grew up on radio and have been a firm believer over the course of my 25-year career as a marketing
person with a diverse array of clients throughout New England.
After setting up a marketing/creative shop in New York in 1995, I found radio more powerful than ever. However, I’m not surprised that the agency world doesn’t get it. You actually have to “work” radio.
I’ve worked radio “locally” in more than 50 markets in the last few years to promote various
projects. Radio is an active and localized medium. You can just “make the buy,” but you have to buy the right station, buy the right time slot, buy enough reach and frequency and have the best creative. But the right way to use radio is to take advantage of the added value, the tie-ins, which are extensive. You don’t just buy spots, you work the medium–work the streets, so to speak–with promotions, interviews, on-air contests, point of purchase, in-stores, remotes, giveaways, special events, sponsorships, in-studio appearances, etc. Use this tool effectively in select markets and you can cost-effectively promote a national brand/product “locally.” But you have to put in the effort. To be successful, you can’t just do the
creative, make a buy and walk away. Be creative. Use humor if possible and work the stations. Done right, radio is a great part of a client’s marketing mix.
David L. Archer
Media consultant
DLA & Associates, Garrison, N.Y.
For the Record In the cable special report [June 14], it was incorrectly noted that ratings among children for the Fox Family Channel were down. Kids ratings for Fox Family are not only up, they have increased at a good clip, with numbers among kids 2-11 (Monday to Sunday, 7 a.m.-6 p.m.) up 250 percent from first-quarter 1998 to 1999 (.14 to .49), according to Fox Family vice president of research Steve LeBlang. Ratings among kids 6-11 increased at a similar ratio, with growth of 221 percent (.14 to .45).