By Sean Ross (@rossonradio)
It is easy to be critical of the ad campaigns that surface on radio’s behalf from time to time. Sometimes they sound defensive. Sometimes they sound like they were jobbed out to the very millennials least inclined to be our biggest fans.
So when we prepared to discuss “Secrets of the Top Entertainment Brands,” the Megatrax-sponsored panel at September’s Radio Show 2016, we gave panelists an additional assignment. Create a :30 spot on behalf of radio itself, not just your organization. Then we presented the spots at the end of the session. Who wouldn’t want to hear Radio Disney’s brief on behalf of radio? Or iHeart’s? Or CMT’s?
Having contributed my own spot to the proceedings as well, I can say that the task wasn’t quickly disposed of for anybody. Many of the spots went through multiple iterations. One panelists sent several different spot ideas, and I realized that we had covered a lot of the same turf. My spot depended on listener testimonials, and it’s always difficult to get natural sounding ones.
But I’m happy with the way that spot and others came out. It provided a coda to one of the greatest panel experiences I’ve had, thanks to the great people involved, and especially the work of IMGR’s Chris Nicoll, whose own spot is represented here as well. You can see the coverage of the panel at All Access and Inside Radio, which made panelist Tony Coles’ remarks the rallying cry of the entire Radio Show.
And here are the spots from iHeartMedia’s Tony Coles, CMT’s Cody Alan, Radio Disney’s Phil Guerini, IMGR’s Chris Nicoll and myself: