‘They’re buying trust. That’s what marketing is’: Christian O’Connell on dealing with advertisers in radio

In a market where there is “a lot of money at stake”, Melbourne’s #1 FM breakfast host has lifted the lid on the relationship between advertisers and radio shows.

On the latest episode of Mumbrella’s one-on-one series, after sharing why connection with audience is key to good content, Christian O’Connell discussed working with advertisers.

“There’s literally millions [of dollars] at stake,” O’Connell said.

“Really, what do they really care about? Do they really care about the artistry of what I’m doing? Yeah, a bit. What they really care about is impact.”