The Future Of Traditional Advertising

By on Oct, 12 2016 with Comments 0

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Ken Dardis

Industry veteran Ken Dardis asks how Pandora beat AM and FM to the punch on “audio and full-page” ads

In March 2012, industry veteran and Audio Graphics president Ken Dardis experienced an eye-opening moment: A JC Penney ad he heard on Pandora.

It forced Dardis to ask not only how the venerable retailer got so hip, but also how Pandora became the center point for an “audio and full-page ad” that should have been done by a radio broadcaster.

Has the industry reacted some 4 ½-years later?


By Ken Dardis

I just had one of those eye-opening moments. In this case it happened while going through my daily headlines, searching for news about mobile technology. What I found proved to be more than a major story. The company concerned, the presentation of this news, and its details indicate the future. Radio industry personnel need to open their eyes to it.

Simply stated: This sure beats selling spots and banner ads on a station’s web site.

JC Penney is introducing …

Whatever.

That doesn’t matter, because this introduction is being done through a combined audio and full-page ad campaign on Pandora.


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About The Author: RBR+TVBR has been reporting on the business of broadcasting for nearly three decades. Beholden to no one, it is independently owned.

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