ARN CEO: Radio has ‘lost that sex and sizzle’ and needs to sell itself

Radio needs to market itself better to advertisers to establish itself in a better position in the marketplace, the Commercial Radio Australia conference heard this afternoon.

In a panel discussion in Brisbane, moderated by Mumbrella editor Tim Burrowes, senior industry executives told the audience that radio was not doing a good job of selling itself as a medium.

“We’ve lost that sex and sizzle in terms of going out and selling who we are,” said Ciaran Davis, CEO of the Australian Radio Network.

From left: Burrowes, Davis, Dick, Lecopoulos, Barnett | Pic: supplied by CRA