The Story Behind The Stats

The Story Behind The Stats

(By Bob McCurdy) One of the best investments I made in my career, long ago, was hiring a college professor to tutor me regarding the “ins” and “outs” of statistics. Early on I learned that in those days, Arbitron, and now Nielsen, audience “estimates” are just that, “estimates” — amounting to what could be referred to as educated guesses. (more…)

Are You A “Marketer Who Sells”?

Are You A “Marketer Who Sells”?

(By Bob McCurdy) I was speaking with the president of an agency last week who was attempting to hire for a position which he referred to as a hybrid between an Account Planner and an Account Manager. As he described the responsibilities of this role, the functional similarities between it and today’s effective radio salesperson were uncanny. (more…)

What’s Your Purpose?

(By Bob McCurdy) There’s been a lot written recently about “brand purpose.” The need for a brand or business to exist beyond just selling things and boosting a stock price. (more…)

“So What?”

(By Bob McCurdy) It had been a while since I’d heard the line, “So what and why should I care?” but it resonated as much earlier this week as when I first heard it. A successful agency owner referenced it while discussing the art of writing effective copy. (more…)

Some Things Are Obvious, Obviously

(By Bob McCurdy) A good friend, Don Jacobs, who oversees Townsquare’s Sioux Falls cluster, recommended a book titled Obvious Adams, written about an ad man who continually gets promoted by acting on “the obvious.” It is available on Amazon for $6.95. (more…)

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