Fooled By the Hype

Fooled by the hype. Don’t blame yourself. Hype is everywhere and it is easy to be fooled.

Fooled By the HypeSeptember 4, 2014

radio - By: Bill Pasha

Don’t blame yourself. Hype is everywhere and it is easy to be fooled.

It happened today to a well-known European blogger. He bought into a radio content producer’s story about a new format that he offers. The content creator provided extensive details about his product and explained why it is new and different. In turn, the blogger provided the content producer with a stage to sell his product. It was all hype. Nothing new here to see, folks. Move on. But the blogger needed material and eagerly accepted the concept that a format that puts into practice the opposite of every know best practice for a this type of presentation, works. If only format design were so easy. Yes, there is an emotional connection between the music and the listener, but this format fails to address the meaningful characteristics of successful radio stations, opting instead for the pitch of the sale. I am sad about this because I believe in both the content producer and his product. He simply hasn’t thought through the best way to present the format on the air or in the press. The result is just another article devoid of research that relies heavily on the latest buzzwords. The worst part of this kind of article is that someone, maybe a lot of someones, will buy the format based on the article. They’ll get a lot of fancy hullaballoo that won’t sell a dime’s worth of advertising, requiring the operator who bought it to say that the format doesn’t work. But it does…or it should. The problem is the content producer put hype before substance, theory before practice, and his interests before his customers’. Don’t blame the blogger. He just needed to fill some white space. Don’t blame the radio operator. He needed a profitable answer for his station and simply didn’t look past the hype, or he didn’t possess the programming expertise to do so. Blame ourselves. Many of us seek the easy path. We stop learning and we rely on others to save us and our businesses, while we believe everything we read, as long as it is a panacea, an answer we seek wherein we can point to others if we fail, and take credit for our foresight if it works. If buying into the hype has never been a fruitful experience for you, we understand. That’s why we don’t believe in cookie cutter, one-size-fits-all formats. It’s why we point out times when bloggers, the new ‘journalists’ of our time, get it wrong. Instead, we believe in listening, evaluating, studying, planning and executing with responsibility. If confidentiality, intelligence and hard work are principles that you value, we invite you to join our conversation. You might find the hype-less interaction to be refreshing, and the real world solutions MBMI offers to be just what your ledger needs.

Post by

Bill Pasha
President/CEO

Bill Pasha is President/CEO of The MBMI Companies, LLC., the parent firm of MultiBrand Media International, Maximized Brand Marketing International and Valoriant Safety. Before joining the entrepreneurial world, Bill was recognized as one of the top Program Directors in America and as an authority on consumer consumption of media. He continues to consult broadcasters around the world.

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