PPM: Using the Passive Voice?
Written May. 16, 2007 by in Internet Radio + Marketing with 0 Comments
Lance Venta posted a comment to my earlier post on Radio 104.5 that bears a quick revisit. He is right, of course, that viewed through the lens of PPM in Philadelphia, Radio 104.5 might not need a top-of-mind brand to be a cume magnet--by playing "one great song after another" and remaining jockless it might slip under the radar and "stealth" its way to a respectable share. Still, my points about its Internet brand are still valid.
The more sinister issue is this: if we react to passive measurement with passive branding, will we be adding further fuel to radio's relentless retreat from the passionate edges of the bell curve (as further explicated by Fred Jacobs, Mark Ramsey and other folks who care about the future of the medium) and concomitant 'ascent' to that curve's mediocre middle?
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