Insight On The Media Landscape

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,...

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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...

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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. “Brand purpose” is the true north that guides how a brand or company behaves and approaches...

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The Numbers Don’t Lie

(By Bob McCurdy) In marketing, there’s something known as the “Law of Large Numbers” which plays to one of radio’s major strengths — reach. The concept behind Large Numbers is that when it comes to generating advertising results, it helps to make sure as many...

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“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. He uttered...

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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. My initial...

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