No matter how you slice it, the article shows that there’s more beyond selling by traditional media’s number of listeners/viewers/readers and the amount of tuning/viewing/reading, and what their general demographics identify as to when they’re going to be in the market for a product or service.
Spotify’s “more” is in specifically identifying and quantifying the people responding to advertising and when they respond. Even then, apart from what Spotify is doing with Toronto advertisers and audiences – what Spotify doesn’t address – is the more pertinent revenue solution to the fact that local and national advertisers, in markets small and large, are moving more money to media providing current, documented sales results. It’s been done in Canada thousands of times for greater revenue for local and national advertiser and media company alike. Heck, if I can do it as a small player in the industry and generate measurably more results for advertisers than the mega-players, it’s beyond me why more don’t do the same.
The reason most every radio/tv/print owner, executive, manager and seller isn’t getting significant, quantified sales results for their advertisers, and ignores the more profitable opportunity to do so, is because human nature tends to default to the status quo.
With or without a “digital strategy” that produces a profitable, measurable, sustainable sales result for clients, our traditional media industries default to the status quo, in what is essentially selling media today the way media has been sold for decades. That’s why the radio industry continues to flat line, print has faced years of free-fall, and local tv is facing unprecedented upheaval.
At least Spotify is doing something beyond what most traditional media does that is uniquely of value – but they don’t go far enough.
Spotify positions itself as radio rival to lure advertisers
Back to Article
No matter how you slice it, the article shows that there’s more beyond selling by traditional media’s number of listeners/viewers/readers and the amount of tuning/viewing/reading, and what their general demographics identify as to when they’re going to be in the market for a product or service.
Spotify’s “more” is in specifically identifying and quantifying the people responding to advertising and when they respond. Even then, apart from what Spotify is doing with Toronto advertisers and audiences – what Spotify doesn’t address – is the more pertinent revenue solution to the fact that local and national advertisers, in markets small and large, are moving more money to media providing current, documented sales results. It’s been done in Canada thousands of times for greater revenue for local and national advertiser and media company alike. Heck, if I can do it as a small player in the industry and generate measurably more results for advertisers than the mega-players, it’s beyond me why more don’t do the same.
The reason most every radio/tv/print owner, executive, manager and seller isn’t getting significant, quantified sales results for their advertisers, and ignores the more profitable opportunity to do so, is because human nature tends to default to the status quo.
With or without a “digital strategy” that produces a profitable, measurable, sustainable sales result for clients, our traditional media industries default to the status quo, in what is essentially selling media today the way media has been sold for decades. That’s why the radio industry continues to flat line, print has faced years of free-fall, and local tv is facing unprecedented upheaval.
At least Spotify is doing something beyond what most traditional media does that is uniquely of value – but they don’t go far enough.
Thursday, February 25 @ 11:24 pm |