According to Ronald Robinson, who has been involved in Canadian radio since the ’60s as a performer, writer and coach, “Even as online advertising is fraught with allegations of shoddy ad placements, questionable reports on reach, and undemonstrated claims of efficiencies, radio clings to its ‘reach’ numbers like they were water-logged ring buoys tossed to panicked survivors of a sinking cruise ship.
“Radio is guilty of serial crimes against audiences, advertisers and, to a large extent, employees. Inept, lazy programming, criminally shoddy commercial writing and, of course, the excruciatingly painful phusterclucking of spots are all openly being displayed on most radio stations around the country. Conclusion: Radio does not even sound like it could be effective!”