In our continuing conversation about sales, I was taken by a brief article last week in Radio Info. They reported that Kroger’s ad agency announced that they will not buy time on radio stations that use “commercial-free” as a marketing device to advertise their grocery stores. There have subsequently been a number of comments – pro and con – that have both defended and castigated this tactic.
There is no apparent reason why this policy is in effect, but based on past experience, the reasoning most likely revolves around Kroger’s notion that promoting commercial-free in some way signifies that all advertising is somehow devalued.
What this alleged edict truly implies, however, is that Kroger and its agency are less focused on results, and instead wish to dictate how programmers should create their products and aggregate audiences.
It brought to mind a true story that I sadly must convey to you. Back in the very early ‘80s, I returned to WRIF in Detroit to help energize a station that had been getting pummeled in the ratings by Doubleday’s WLLZ – which ironically utilized “commercial-free” programming as a key component of its upstart campaign.
In thinking about how to awaken a sleeping giant, I decided on a term that was becoming ubiquitous on the streets – “Kickass” – as a way to draw some much needed attention to WRIF. (A handful of other stations around the country were experimenting with it, too.)
At that time, we had discovered that the “racetrack” shape of WRIF’s storied logo communicated the brand – without even including its call letters. That was a key reason why the famous “BABY!” bumper stickers, coined by afternoon drive legend Arthur Penhallow, had become so popular.
So the plan was to produce “Kickass” stickers and outdoor advertising, along with on-air reinforcement, as a statement about WRIF’s spirit and attitude with the goal to get back on top of the ratings heap and reassert the station’s former glory.
And to make sure I had all ends covered, I met with station and sales management to be sure we were all on the same page. Of course, I was reassured that even with the possibility of advertiser backlash, we were all in this together and that “Kickass” was a campaign that we believed in and would defend. After all, we wanted to get back on top.
But just a week or two into the campaign, our TV sister station, Channel 7, threw a client party where scores of advertising mavens and clients were in attendance right on our collective front lawn. And as I was finishing up the next day’s programming log, one of our reps came to my office door accompanied by a prominent buyer from one of Detroit’s biggest ad agencies. I was told that we were going to have a quick conversation about my programming plans as the station’s new PD.
The chat quickly moved from friendly to confrontational as the buyer asked me what I was trying to accomplish with “that campaign.” And as I explained the premise behind “Kickass” and how it was already resonating with our 18-34 demographic, she emphatically told me that as long as WRIF used “that word” in its marketing and on the air, her entire account list (and it was huge) would be pulled from our air.
I don’t need to tell you what happened next. (However, you can still buy a Kickass sticker on eBay, and I have several in a box in my basement.)
In an effort to dictate WRIF’s programming, this buyer totally missed out on the station’s ability and credibility to deliver an important audience to her clients.
A modern-day example is Jersey Shore. Now if you watch any episode of this show, you’ll find all sorts of behavior that might be construed as offensive from language, sexist behavior, and alcohol abuse and glorification. But as Forbes recently pointed out, “Considering its popularity, the show becomes a material driver of MTV’s success. Its cast members such as Mike “the Situation” Sorrentino, Nicole “Snooki” Polizzi, Paul “Pauly D” DelVecchio and Jenni “Jwoww” Farley attract a huge following and many of them have secured book deals and are paid generously to promote events. The cast also hosted MTV’s New Year’s Eve celebration in Time Square where they led a crowd of viewers in setting a Guinness Book World Record for fist pumping.
This sort of media attention brings in viewers, strengthens the show’s following and generates advertising potential. MTV can earn higher ad revenues from better ad pricing and grow its viewership – both of which will help (Viacom) stock.”
And more evidence of Jersey’s Shore’s success – despite the aberrant behavior – comes from travel and tourism increases during this past summer. According to Maria Maruca, executive director of the Seaside Heights Business Improvement District, revenue for the beach town was up 20% during the season, far outpacing similar ocean side communities. As Maruca notes, “We still have a golden opportunity to showcase Seaside Heights to all the visitors that are coming because of the show…(It) has offered us the marketing reach that we could never afford on our own.” And that’s why Kroger’s apparent decision to call the shots here by banning stations that use essentially the same type of tactic that often drives to their stores – discounts, coupons, gimmicks, and other devices designed to energize customers.
“Commercial-free” isn’t a statement about radio’s stance on advertising any more than “buy one get one free” denigrates canned peaches. But when account managers and buyers use their power to try to influence and even dictate programming, no one is served.
Jersey Shore is no more politically correct today than “Kickass” was back in the early ‘80s. But it speaks to the language, lifestyle, and pop culture sensibilities of a generation. And in the process, it allows advertisers to participate in the experience.
Radio’s job is to use the power of its brands to move product and build advertiser reputation and share. As a medium, we have a great deal to offer in terms of programming diversity, talent, music choice, and ubiquity. One of radio’s great strengths is its wide range of choice, appealing to an array of demographics, psychographics, and taste.
A continuing theme in this blog is for radio to do a better job of telling its story.
And during these challenging times, a kickass attitude wouldn’t hurt either.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Great write up Fred and man, do I remember those stickers growing up in Detroit.
One of my favorite (insert tounge in cheek here) commnets in that email was the classic agency comment “All the other stations have conformed to this request”, which is agency speak usually means “none of the stations have said anything and most will hope it goes away” 🙂
It’s a power play, nothing more, nothing less.
Go TIGERS and LIONS—-KICKASS! 🙂
Thanks, Dave. We miss you in “the mitten.” And you are so right about that agency mindset. Meantime, as Detroit begins to shift to a more tech-centric emphasis, a couple of blue collar victories today wouldn’t be such a bad thing. Appreciate you reading the blog and taking the time to weigh in.
Who was the buyer and what agency? Inquiring minds want to know….
The good news is, it wasn’t you.
Good stuff, Fred. It’s interesting that buyers from ad agencies are making these decisions. I get that Kroger or the clients represented by your “Kickass” ad agency don’t understand media. The advertisers are experts in their own fields, not media experts. But media buyers SHOULD be experts in their field. It’s a shame for our industry and our would-be clients this disservice takes place.
BTW: If a couple of those “Kickass” stickers made it’s way from your basement into an envelope and landed in my mailbox, I wouldn’t complain. 😉
Thanks for the comment, Dave. We each know our respective discipllines. Let the programmers program. I’ll look around for those Kickass stickers, probably buried in between the Billy Squier and Men At Work stickers.
Don’t look too hard for those stickers: https://www.ebay.com/itm/WRIF-101-STICKERS-KICK-A-BLACK-WHITE-/160662808082?pt=LH_DefaultDomain_0&hash=item25683fe612#ht_500wt_1156
C’mon, Dave, they’re worth more than that!
Great post. I had a GM who had banned certain words and catch phrases from imaging/branding. One of those was ‘commercial free’ and/or anything related to this such as ‘zero interruptions’, ‘non-stop’… you get the point. He thought it would drive away advertisers.
It’s just another example of over-thinking radio programming that has continued to doom radio.
Sometimes we get so fixated on not offending that we lose our impact. Thanks for sharing, Drew.
Same GM’s wife called the hotline asking about a song we just added and why we would play it. 20 minutes later, GM came to the studio and ordered me to pull the song as it was offensive to our female audience. The song? What’s My Age Again, Blink 182.
Rule #2: GM wives have notoriously bad taste.
I never did get the “saying commercial-free makes it sound like we don’t like commercials” mindset. Can a case be made that perhaps this and “ten in a row”, “no-repeat workday” and “xxx minutes of music every hour” have been over-done? I think so. That being said, if rolling a big, long commercial-free set of music that is a distinct advantage over a direct competitor, I’d be derelict in my duty not exploiting it. It’s not uncommon for some TV shows or movies to tout “limited commercial interruptions” and I wonder if Kroger has also approached TV execs about this.
This sure has the whiff of the tail-wagging-the-dog. Thanks for your take on it!
Thanks, J.J. Again, grocery store chains discount their items in order to get customers into the store. Appreciate you taking the time.
This posting was sent to the leadership team, here is the response from our CFO:
“I am not sure I understand where the article is going…but I don’t usually understand these things. All I know is that we all are beholden to a degree to the influence of those that hold the control over the $ that we need to exist. Balancing that influence is the key. But we likely will always be subject to it. Just my thoughts…”
Here is my reply:
“There is always give and take, till your core values and your brand become compromised.
What if the agency issued a dictate that said, “If your station does not play Kate Perry, we will not buy you…” While some Oldies (Gold based) station would likely play Kate Perry for the dollars, some would walk away. I know, it is a ridiculous statement, but, that is the same thing as this “Commercial Free” edict.
The question is: will Sunny 95/Columbus, OH stop doing the “Commercial Free Workday Kick Off?” or will they walk away from the money because they know that they are the “At Work Station” of choice? And that own the “At Work Station” brand is part of what makes Sunny the market leader they are…because it is part of their overall brand. Should they change it? Or hold stead fast?
With that said, the blog posting from Fred Jacobs (Jacobs Media) is more of a follow up to the “Halloween” conversation that we had last week. It is about us (station/company) making a decision on how we choose to brand our station and our company values, as well as, how much compromise we choose to make in the name of money.”
Andy
FYI: We are a CCM Station, hence the conversation about Halloween.
Thanks for keeping the conversation going, Andy. These are difficult calls, to be sure. Advertisers have always wanted to influence programming. How far programming and corporate are williing to go to defend our brands is at the heart of this.
GREAT article, Fred!
Congrats!
Peter Cavanaugh
Thanks, Peter. Always great to hear from you.
This is by far some of the best reading I’ve seen regarding the “commercial-free” argument.
Your “Kick Ass” story reminds me of similar situations I encountered when I used “WMRR has balls!” or when I contracted with Mark Heckman for a series of billboard campaigns. In both instances we had clients pull ad schedules, but thanks to station owner Bob Goodrich, we didn’t waiver from either campaign. Eventually those clients came back!
Thanks, Don. After reading a number of these comments, I am thinking that most programmers have been through these types of struggles – balancing compelling programming and marketing with the pressures from the sales department. When I was programming, my skills were clearly lacking in being able to bridge that gap with sales. But there is a lot to be said for sticking to your convictions and listening to your heart. Great programmers know their audience and what will work. Appreciate you taking the time.