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Radioactif07/09/2006 - par Mark Tungate
When you write at home, as I do, you listen to a lot of radio. Nova and TSF are my favourites, punctuated by a bit of France Info. With TV going niche, radio is strengthening its position as a mass media. To see how well it delivers, you only have to look at the effectiveness site radiolab. com (not to be confused with radiohead. com). The other day, I interviewed a creative director in South Africa, where satellite TV is considered expensive and radio is hugely influential.
But I must confess that I'm often irritated by radio advertising. As far as I can tell, there are three main types of radio ads :
1. Song ads. A popular song is massacred with new lyrics about a special offer on socks.
2. Conversational ads. Husband and wife, or mother and child, discuss a special offer.
3. Funny ads. People with amusing voices attempt a joke. Usually, these ads end with a jingle. Most mobile phone ring tones are more interesting than radio jingles.
That's why I'm pleased to hear that Stratégies is supporting the Grand Prix de la Radio. Good radio advertising certainly exists. For instance, I always keep an ear out for the Eurostar ads, which are both intelligent and funny. Overall, though, I believe that the standard of radio advertising needs to be raised. Niche radio channels, uninterrupted by advertising, are now freely available on the Internet. If traditional radio is to remain a respected medium, advertising must become part of the entertainment it provides.