Comments on: Audio Killed The Radio Planner http://circ.us/2007/08/audio-killed-the-radio-planner/ Circ.us is a creative communications firm that helps brands tell stories through innovation and participation. Fri, 05 Feb 2010 08:21:44 -0500 http://wordpress.org/?v=2.8.2 hourly 1 By: Hey You, Get Off Of My Cloud! | A Media Circus http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1503 Hey You, Get Off Of My Cloud! | A Media Circus Tue, 08 Apr 2008 12:44:09 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1503 [...] Last night I had dinner with Jeremy Beyda, Real Estate Mogul (and soon to be interactive marketing superstar) and the product SugarSync came up. We began talking about the future of cloud computing and the convergence of information and the divergence of hardware. [...] [...] Last night I had dinner with Jeremy Beyda, Real Estate Mogul (and soon to be interactive marketing superstar) and the product SugarSync came up. We began talking about the future of cloud computing and the convergence of information and the divergence of hardware. [...]

]]> By: Trends and Truisms Day Three: The Delivery Technology Is the Message/The Power Cross Media Story Telling | A Media Circus http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1502 Trends and Truisms Day Three: The Delivery Technology Is the Message/The Power Cross Media Story Telling | A Media Circus Fri, 04 Jan 2008 13:35:59 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1502 [...] This type of fragmentation begs the questions, do we need people dedicated to video planning (see my post Audio Killed The Radio Planner) to ensure the content is appropriate for the delivery technology. [...] [...] This type of fragmentation begs the questions, do we need people dedicated to video planning (see my post Audio Killed The Radio Planner) to ensure the content is appropriate for the delivery technology. [...]

]]> By: Nokia: Oy Vey! | A Media Circus http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1501 Nokia: Oy Vey! | A Media Circus Thu, 30 Aug 2007 12:09:27 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1501 [...] The idea of content convergence is often mistaken. I often make reference to Henry Jenkins’ notion of The Black Box Fallacy which refers to how people tend to think, one day all of our media will be contained in one unit. This will most likely not be the case (can you imagine carrying around a cable box all day ). [...] [...] The idea of content convergence is often mistaken. I often make reference to Henry Jenkins’ notion of The Black Box Fallacy which refers to how people tend to think, one day all of our media will be contained in one unit. This will most likely not be the case (can you imagine carrying around a cable box all day ). [...]

]]> By: adam http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1500 adam Tue, 14 Aug 2007 22:57:12 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1500 Angel I 100% agree! With podcasting there are potential metrics for success (downloads, plays etc.) that you cannot get from radio. Whether or not these metrics are more meaningful remains to be seen, but one must understand exactly what they mean to best leverage them. Furthermore, a good podcast strategy will have a web component that coincides with it. Things such as show notes and the ability to comment are essential to provide the type of interactivity that podcasts allow for. At a high level, I am wondering if it makes any sense for agencies to start to align their planning and buying teams across delivery technologies. My feeling is no, as I am a true believer in the 360 degree strategy. Furthermore, one day all media will be interactive and everyone will need to be prepared! Angel

I 100% agree!

With podcasting there are potential metrics for success (downloads, plays etc.) that you cannot get from radio. Whether or not these metrics are more meaningful remains to be seen, but one must understand exactly what they mean to best leverage them.

Furthermore, a good podcast strategy will have a web component that coincides with it. Things such as show notes and the ability to comment are essential to provide the type of interactivity that podcasts allow for.

At a high level, I am wondering if it makes any sense for agencies to start to align their planning and buying teams across delivery technologies. My feeling is no, as I am a true believer in the 360 degree strategy. Furthermore, one day all media will be interactive and everyone will need to be prepared!

]]> By: Angel Galloway http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1499 Angel Galloway Tue, 14 Aug 2007 18:21:22 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1499 New technologies involving interactivity are so different from push media that I think audio planners would need an understanding of how they can best be utilized before planning. For example, we're developing a preview podcast for a regional theater company to promote a specific play, which will be promoted in radio with a URL along with the play itself to drive to the site to download the podcast and learn more about the play. Planning across these delivery channels means understanding timing and messaging for each, wouldn't you say? New technologies involving interactivity are so different from push media that I think audio planners would need an understanding of how they can best be utilized before planning. For example, we’re developing a preview podcast for a regional theater company to promote a specific play, which will be promoted in radio with a URL along with the play itself to drive to the site to download the podcast and learn more about the play. Planning across these delivery channels means understanding timing and messaging for each, wouldn’t you say?

]]> By: adam http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1496 adam Tue, 14 Aug 2007 11:40:57 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1496 Angel My question for you is, do you think that audio can be planned across all delivery technologies? Do you think a radio planner is properly equipped with the necessary tools to plan podcasting or internet radio? The element if interactivity is something they may not have dealt with... Angel

My question for you is, do you think that audio can be planned across all delivery technologies?

Do you think a radio planner is properly equipped with the necessary tools to plan podcasting or internet radio?

The element if interactivity is something they may not have dealt with…

]]> By: Angel Galloway http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1498 Angel Galloway Tue, 14 Aug 2007 03:26:22 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1498 Great title to this post! Caught my eye immediately, as this topic is discussed regularly around our offices. As audio content providers, we've seen the traditional radio spot become less creative (and some might argue, effective) and more of an afterthought in traditional multimedia advertising campaigns as the message trends toward getting lost in the medium. I agree, radio is the delivery technology, audio is the medium, and many opportunities do exist for delivering engaging and effective audio communications beyond the artificial restraints of segmented programming. Great title to this post! Caught my eye immediately, as this topic is discussed regularly around our offices. As audio content providers, we’ve seen the traditional radio spot become less creative (and some might argue, effective) and more of an afterthought in traditional multimedia advertising campaigns as the message trends toward getting lost in the medium. I agree, radio is the delivery technology, audio is the medium, and many opportunities do exist for delivering engaging and effective audio communications beyond the artificial restraints of segmented programming.

]]> By: Jamie Driver http://circ.us/2007/08/audio-killed-the-radio-planner/comment-page-1/#comment-1497 Jamie Driver Mon, 13 Aug 2007 13:28:42 +0000 http://amediacirc.us/2007/08/13/audio-killed-the-radio-planner/#comment-1497 Great post, I think Morpheus Media should place a test Radio Ad for ourselves, of Just Wee Two to begin mastering the medium. Great post, I think Morpheus Media should place a test Radio Ad for ourselves, of Just Wee Two to begin mastering the medium.

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