WHY RADIO NO LONGER WORKS
By
RichUnger@promotingnightclubs.com
Years ago when a club opened almost anywhere, the formula was always the
same, print up hundreds, even a few thousand flyers, buy radio time, and
watch your club flourish. As I said, that was "years ago”….
Radio listenership is down, and sinking fast. Why you ask? Let me give you
six very high impact reasons, that if you stop to think, evaluate and
absorb these reasons, you will understand firsthand exactly "WHY RADIO NO
LONGER WORKS.” These are the Six Reasons Radio no longer works for
Nightclubs:
1. The Internet
2. Apple iPods
3. Computer Games
4. Podcasting
5. Commercial-free Satellite radio
6. Weak programming by radio stations
Now if you think that radio back in the days before these six reasons came
along is still as potent now, then you should audition for "American
Arrogant," because you’re wrong. Consider me the Simon Cowell of
Nightclubs. While you may think I am coarse and rough around the edges,
the bottom line is I know this industry inside out and am an eminent
authority on every aspect of it.
Now let me add this significant change: Clear Channel Radio, which owns
over 1200 radio stations and is the USA's largest radio license holder,
not only took over an $8 billion write down in the worth of the radio
licenses, but recently took the most dramatic financial move by reducing
the number of paid commercials per hour from 15 to 16 minutes an hour to
just ten minutes now.
They also took the highly unusual step of reducing the number of free
spots that are "PSA's," which are "Public Service Announcements." These
are on air readings of local not for profit requests that range from
upcoming events and benefits to pleas for blood and other forms of help.
All these actions point to one undisputable fact, radio is not what it
used to be.
Radio is no longer the power punch clubs can depend on for crowds.
Radio is no longer the reach all pertinent demographics it use to be.
Radio no longer is a viable advertising tool for nightclubs.
Ever notice how high pressure your Radio Account Exec is? Why would any
club pay for a Remote Broadcast and feature a DJ who in addition charges
the club a "talent fee." I always wondered what exactly was the DJ's
talent, that he or she is charging for?
To give one minute spots live or prerecorded on the phone or via a
microphone to draw potential patrons in at that particular moment, only to
have a few stragglers come in? Remote Broadcasts are a waste of money, an
investment you can never recapture on the same night you’re paying from
$1000 and up to have the remote, add that to your usual nightly expenses
and you will see the red flowing….
Want to know the real hard numbers? How much is the radio audience off by?
At least 10% if not more say the experts and media mavens. What is the
answer? Radio Stations in America are copying their Canadian Counterparts,
and are resorting to its last viable option, which is "JACK," an all
encompassing crap shoot, that is Radio's last gasp of air.
"JACK" is a format that is sort of like throwing a handful of darts at a
dart board at one time hoping, I repeat hoping, one lands close to or on
the bullseye.
"JACK" is not a format that American Radio has embraced as of yet.
Canadian Radio, in a most unusual move, is converting to the "JACK" format
in hopes of reviving dying stations.
What is "JACK"? It's a FORMAT that encompasses hits of the 70's 80's and
90's along with a potpourri of current hits, so that the logic is, the
listener will never know what is going to be played next, and like an iPod
will have such a diverse and in-depth selection of music, that they will
embrace this format over their iPods which have exactly what they do want
to listen to, because they programmed it themselves.
Will "JACK" revive radio? Very doubtful. The life span of "CHR," which is
the format most clubs advertised on, is almost an extinct species.
"Contemporary Hit Radio" is fading as fast as wet t-shirt contests. Both
are dinosaurs.
If you are still using Radio as your primary source of marketing, take
this simple test: compare the cost of each spot, the time period it runs,
the length of the spot, the quality of the production of the spot and then
put those figures and information with the return you are getting and you
tell me?
The Nightclub Industry has changed, especially the marketing and
advertising aspects of every club and its ability to draw patrons in. As
for Flyers, let me say you would be better off buying Charmin toilet paper
on sale for your bathrooms, then waste your energy, time and money on
flyers.
Again, those are days gone by, when you could hand out flyers and expect
to have a great night. Sorta like Club Promoters; another waste of
valuable dollars. Don't get me started on "club promoters.” Never have so
many who do so little taken so much from club owners.
IN CLOSING:
Get out of the dark ages, and into the year 2005. It really is time for
your club to come alive.
The worst part of the situation is your club is missing out on reaching so
many new potential patrons and such a wide open market of clubbers,
because you have no clue what the new avenues of marketing and advertising
are?
I can tell you this much: I can pack your club every Wednesday night,
Thursday night, Friday night, Saturday night and Sunday night, without any
radio advertising or flyer distribution. And let me add, without offering
one single drink special or cheap beer giveaway.
It's called making serious cash and not wasting a penny or bringing in Joe
six packs and nothing but men, men, men. Women are the key to this
business, and if you don't have a ratio of 4 or 5 women to every man, then
you are in big trouble. But hey, you know that, just look at your cash
flow, look at your advertising expenditures and look at the low counts of
patrons.
Now you have two choices, you can continue to operate in denial or ...you
can pick up the phone and call me. But remember this PLEASE, while your
club is barely making ends meat, it could be packed tonight!
Call Rich Unger at 1-941-921-7027, email
RichUnger@promotingnightclubs.com
It's June, it's a long Hot Summer and your Club is like a ghost town.
Unreal. I mean just unreal….
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