• Mediaweek, Friday, March 17, 2006 11:15 AM

Radio industry executives this week heard an influential industry executive whip them hard, saying that radio was going to be left behind if it didn't make some critical moves--and fast.  "Radio is at a critical moment in its history, on the verge of tremendous growth and poised for transformation," Mark Kaline, global media manager for Ford, said in a keynote address at the “What’s The Frequency? New Rules For Radio Forum” in New York.  Mediaweek, reporting on Kaline's speech, said he told his audience that "the medium could squander its opportunity if it doesn’t act quickly. Radio needs to embrace culture change, put consumers first–'don’t lose sight of the listener when embracing new technologies'--and 'get comfortable with being uncomfortable.'"  Among Kaline’s recommendations was one that radio execs have been hearing a lot lately: “Maybe you need to reach out to online, to mobile, even to satellite."  He also urged the industry to get better at measuring audiences. "What are you waiting for?  Radio is snapping at the ants while the elephants are going by. The industry will never catch up if we don’t act now."  Rather than wasting time waiting for the perfect measurement solution, radio needs to adopt an “80 percent and go strategy,” Kaline said. “Enhancements can be made along the way." Kaline also said the radio industry needs to better understand how listeners engage with the medium in today's multitasking environment.

Read the whole story at Mediaweek »