NAB Conference: Radio Will Overcome Competition, Needs to Use Internet

During the recent NAB Convention, first-time NAB president and CEO David Rehr expressed his faith in radio to overcome competition from newer services, especially satellite radio, writes Radio Ink. Also at the conference, delivering what will likely be his last “State of Radio Sales,” RAB president and CEO Gary Fries criticized the radio industry for not reacting quickly enough to changes in the advertising marketplace, and for focusing too much energy on taking from one another, Radio Ink reports.

“To our competitors I say, ‘We will beat you,’” said Rehr. “Radio’s history is one of meeting new competition head on and coming out on top. That hasn’t changed. All we seek is a level playing field.”

Fries, however, was not pleased with the current state of the radio industry. “We’ve just been plodding down the same road, hiring the same types of people and training them the same way,” said Fries. “I’m very disappointed in the radio industry.”

Fries continued, “New media is going to be part of the environment of the future, and we need to figure out how we are going to integrate with new media.” Specifically, he said the industry should find a way to combine radio advertising and internet advertising by developing ad campaigns that use both outlets. “When we figure out ways to integrate with the internet, it will result in new revenue for you and this industry,” he added.

Despite his stance against satellite radio, Rehr said radio should create partnerships with manufacturers of other emergent media devices. “Content is still king, but distribution is key,” said Rehr. “Broadcasters must move quickly to increase the number of distribution channels and platforms for our content. Our signals must go everywhere, to everyone, through every device.”