More on 2GB

Apropos my much read (thank you Tim Burrowes) posting on the surprising, but well appreciated, result from the Sultry Sally 2GB campaign, I've had an email from an old mate of mine - Chris Smith - who is their afternoon presenter (and I note he again increased his share in the latest rating survey). Chris's wife and mine were 'pram buddies' and we have known each other for a few years as a result.

Chris has had a go at thinking about why the campaign has been so successul. I particulalry like his thought about talkback radio being a verbal blog:

Hey Tim,
One of those jocks here: Chris Smith from 2GB.
Good to see that some of you new-age types have been humbled by the real secret of AM talk radio and 2GB.

It's about a growing younger audience thirsty for talk and information;
It’s about live testimonials, to a wide audience, who want to hear about products … that’s why they tune to commercial AM.
And, most importantly, they have faith in their hosts… which is why they ask for a 3 hour non-stop earful everyday.

At Singo's request we all went gangbusters for Nick, and with almost all our shows at number 1 in their timeslots, it was always going to work...
We had the actual chips to devour on-air as well.
In fact, as the radio market dropped 10% last month, we increased our ad share by 10 plus. All due to results on-air.
It’s not all that old… and sometimes the tried and trusted means to send a message, are just as relevant in a more modern era.
After all, talkback, could be regarded as the most effective and direct blog in town!
Cheers mate
Smitty