Radio is Useless

Radio is Rubbish

Great to listen to. Brilliant for music...But hopeless at selling stuff. A brand is a visual identity not a verbal one.

Radio should be avoided wherever possible.

Don't get me wrong I love the radio as a consumer. Well not much in Russia as they mainly play EuroTrash & Russian Rap. But Brits of my age all grew up listening to BBC Radio One. The Breakfast Show, Steve Wright in the afternoon, the Top 40 on Sundays, Andy Kershaw & John Peel...all brilliant. Actually no-one really listened to John Peel but everyone claimed to because it was cool.

The new Richard Curtis film The Boat that Rocked shows how influential Radio has been in Britain. But that is not the same as selling soap. Libraries influenced many brains but they are not a great place to build brands. The telegraph revolutionised information, bringing real time news to the world, but it did not replace posters & print for advertisers.

Radio used to be good...but then TV came along & added pictures. And if you think that radio is wonderful ask yourself this simple question. How many great Radio ads have you been sent this year on email...?

If I am wrong send your wonderful radio ads to pgarethbrown@gmail.com