Regular readers of this blog know that the topic of politics and radio has been much discussed, especially since this past December when Edison Research hosted a panel on the topic at the Nielsen Client Conference/Jacobs Media Summit.
You can read both of our subsequent posts here, but the bottom line from that session featuring political strategists Mark Mellman and David Winston – representing the Democrats and Republicans respectively – is that radio is an unproven medium for changing minds, motivating voters, and winning elections. Thus, neither of these high-powered political masterminds saw perceived radio as a viable medium for political advertising.
The panel irked me because I viewed it as yet another lost opportunity for a medium that’s been around for nearly a century. Yet, here were two savvy politicos arguing that radio simply hasn’t provided proof of its ROI.
And now comes a news story out of Yahoo! from Oliver Knox about how the Obama Administration effectively worked radio during the past couple of months to motivate signup for his flagging Affordable Care program. The Obama team used everyone – the President, the First lady, VP Joe Biden, and other spokespeople to strategically reach Americans about the efficacy of Obamacare – on the radio.
In fact in the headline, radio is referred to as the “secret weapon.”
There has been considerable discussion in the radio trades about whether stations had an obligation to air these interviews free of charge on the one hand; or whether radio stations gave away its airtime with no monetary return, thus missing a revenue generating opportunity.
But that conversation misses the point.
The Obama Administration’s use of radio to salvage its health care initiative validates the efficacy of the medium. The money quote in the Yahoo! article is from Obama 2012 campaign national press secretary Ben LaBolt:
“Radio is a necessary part of any robust, comprehensive outreach.”
Politico estimates there were 300 radio appearances by Obama spokespeople as part of the ACA effort – a pretty resounding belief in the value and power of radio.
It also reinforces the wisdom of great prep. Politico reported that before going on Houston’s Madd Hatta morning show on 97.9 The Box, Obama was instructed by advisers to refer to the host as “Mista Madd.” You’re always more effective when you know your market and deliver customized messages. As LaBolt noted, “Radio in many ways is more targeted than television is.” Amen.
So as they say in the political world, “Mission Accomplished.” In spite of the Mellman/Winston panel, radio now has a lot of ammunition as one of the most daunting political challenges of our time – motivating Americans to sign up for Obamacare – has been met. When you think back to just how bad the odds truly were for the Obama Administration after the website meltdown last year, and the money that has been spent against it – well, maybe only radio could turn that effort around.
Like him or hate him? For or against the Affordable Care Act? Did radio give it away or was it an obligation?
Who cares?
Imagine what radio can do for local, state, and national political candidates. And what a story we have to tell.
There’s an election coming up. Let’s be sure we’re out in front telling it – and selling it.
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.
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Fred was inducted into the Radio Hall of Fame in 2018.
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This is a good story and it should be told, but if radio wants a bigger share of political money, it should reach out to the media people at both parties, find out what kind of documentation they want from radio, what they’ll get in return for it and (assuming that the return is worth the investment in time/$) provide it and THEN tell the story.
Political media strategy is way more sophisticated than radio’s media strategy for itself or its clients and this could be a great learning experience for radio. There are probably very few in radio who can even talk in the same language as the political media strategists. The big boys all play like the pols do now and if radio wants to increase its share of money from then, it has to learn their game and play it.
Radio…wanna tell your story better? That’s how you do it.
There’s enough money on the table, Bob, that radio should make it a priority to master their “game” (as you say) and then determine the best ways to market the medium – nationally and locally. This is a great story, and it has less to do with metrics and ROI and more to do with emotional connections – something that radio does so well. Appreciate the comment.
I’m not sure I agree that it’s mostly emotional. For better or worse, pols have refined their research and metrics to points radio never dreamed of. My guess is that radio will need to demonstrate competitive value within that existing political matrix if it hopes to be taken seriously enough to move money in its direction.
The emotional, Jack Diamond/AL Gore pitch may or may not ever convince anyone – but radio will surely have to make its case on their terms before it can hope convince the pols to follow their emotions to a media buy. My guess is that they’ll tell that they’ve researched emotional creative down to the last teardrop and to just supply the media and supporting documented metrics.
Bob, I concur that radio cannot make a living from political campaigns only on its emotional connections. Clearly, metrics matter and radio needs to do a better job demonstrating value and ROI in that department. But that extra piece – the connection with talent and community – is something that only radio can provide.
When Al Gore was VP, he would appear regularly with Jack Diamond in Washington, showing a side of himself undetectable on TV. Instead of the stiff, ponderous Gore, he was quick-witted, funny, and warm. Being with Jack helped, of course. As Gore became the likely Presidential nominee, I reached out to Donna Brazile to tout the benefits of radio, but to no avail. Her strategists had the same mindset as those on the Nielsen panel. The key is keeping it local. I’m sure Mista Hatta would agree.
Ed, I’m sure he would. You bring up a great point. I’ve always been funniest when I’ve been on radio shows with funny, entertaining people. I’m sure most politicians would agree. Radio can humanize a political animal, bringing out that all-important human side that straight-ahead ads just can’t duplicate. Thanks for adding an important aspect to this conversation.