So our CEO, Creative Director and Head Writer just returned from New York. Of course, this allowed them to casually drop into conversation that they were "popping over to New York on business".
Between visiting clients, buying FDNY apparel at Ground Zero, partying at Soho House and nipping over to Brooklyn, the MSS crew got to meet up with some of our US clients and learn more about how radio business in the US is done. "There's so much more radio, but it doesn't make it better," says David Couch, our Creative Director. "There's such a volume of material being created for stations, that you have to listen to a lot of stuff before you find something good. The standard of radio advertising is mostly really poor, partly because there's so much of it."
With nearly sixty stations in New York alone, that holds some weight. What makes this all the more disappointing is how huge the audiences are in the States, and how enormous the budgets are - much bigger than those in Europe. We don't want to sound all prospector-like ("There's dollars in them thar hills!") but there's clearly a lot of potential here. There are a lot of stations and advertisers in a very unique position to really push the envelope with the ads they make, and we’re really hopeful that we can be a part of that.