If there’s one thing Donald Trump has taught political pundits, researchers, and consultants, it’s that the old rules governing elections and the pursuit of political office no longer seem to apply. In fact, candidates like Trump and Dr. Ben Carson are proving that the more you turn conventional wisdom on its head, the better off you may be.
(We’ll see tonight whether that new political truth is strong enough to save Carson from his life story inconsistencies.)
Trump insults other candidates, makes outrageous claims, and blasts out un-PC observations that would have sunk candidates in previous elections. In today’s environment, however, the more of an outside-D.C. non-politician you are, the better your chances.
(Even Bernie Sanders somehow seems “outside,” even though he’s a U.S. Senator. But he doesn’t look, talk, or act like most politicians. He’s Jewish, he rants, and calls himself a socialist. And in spite of that – or because of it – he’s running a very competitive race against his party’s traditional frontrunner, Hillary Clinton.)
So when these outsider candidates do things that “just aren’t done,” and find a way to make that work, we should all be taking notice. Because the opposite of “conventional wisdom” is leading in the polls, despite what the pundits, talking heads, and veterans are saying.
And that’s why when Donald Trump and Ben Carson revealed some of their media plans last week, it should cause the media world – and radio professionals – to take notice.
They are both using radio to get their messaging across to the electorate. While TV spots are coming any day from both candidates, the fact that each is leading their respective campaigns off with radio is significant. I spoke with Rich Bressler, iHeartMedia’s COO/CFO at our DASH Conference last week, and he was the first to tell me this shift in campaign ad spend significant and noteworthy. The political ecosystem is undergoing change, and radio is part of that change.
This is especially true in light of some of the anti-radio comments that have been made by political consultants over the past couple years. We blogged about Mark Mellman and David Winston, both of whom appeared during a session at the Nielsen Client Conference nearly two years ago. They represent Democrat and Republican party candidates respectively, but they agreed on one thing: radio is not in their media plans because it’s unproven, lacks accountability, and the ability to target. 
You can read that post here.
And yet here we are in 2015, and the old rule book is becoming tattered and yellowed, and with it, the ways in which dollars – potentially a lot of dollars – are being deployed in the upcoming elections.
Both the Trump and the Carson campaigns are using audio to their advantage. The Donald’s radio ads effectively use the candidate’s memorable sound bites, while Carson uses a rap song in an effort to connect with younger voters.
In both cases, radio is the conduit. And that strategic shift is something that every radio company, industry association, and executive should be leveraging for the next 12 months.
As many have suggested these past few years, radio needs to do a better job telling its story. Thanks to a couple of non-traditional political figures, the pathway to a profitable 2016 may never be clearer.
There’s a lot about the political system and environment we’ll never agree on. But one thing appears to be certain:
It’s time to vote for RADIO.
The Trump ad can be heard here.
The Ben Carson ad can be heard here.
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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VOTE RADIO! About time. 1:1 Connection & Communication. THINK Presentation. Have Coaching. Will Travel. Excellent for New Hampshire. Radio is Everywhere, Wireless & Free. The real Audio Delivery, effective as long as folks have ears. Do it w/o being negative. Give ’em the goods! Early & often! Thanks Fred. http://www.broadcastideas.com
Much appreciated, Clark. Thanks for reading our blog.