Mark Ramsey has published (audio and transcript) an interview with marketing guru Seth Godin (The Dip, Permission Marketing, et al.). Ramsey calls it the most important thing you'll read this year. I'm not sure about that -- it's only the end of June -- but it's definitely well worth your time. Here's a sample (Godin speaking):
... terrestrial radio is a zero-sum game. In fact, it’s worse than a zero-sum game. It is clearly headed towards a dead end. There’s no dip ahead. There’s no breakthrough that’s going to occur. ¶ But, you have all these assets. You have advertisers. You have access to creators of content like record companies. You have access to some listeners. Why not use those assets, use that leverage to build something new where there may very well be a dip. If I ran a radio station today, I would say, “How do I get every one of my listeners to sign up so I can have a direct relationship with them by phone and by email? How do I learn what their zip code is? How do I discover what they’re interested in?” ¶ Because if I could do all those things using the assets I have now, I could find a new dip and get through it. I could be the go-to source for where listeners should go when they want to party, where they should go when they want to go out for dinner, where they should go when they want to buy a car. ...
Link: hear2.0. --Dennis
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