Wake up, Reini Weber
Guest commentary In contrast to you, we are successful today, says Peter Brun in response to Reinhold Weber's radio rant in the last issue of Werbewoche.
Guest commentary Unlike you, we're successful today, says Peter Brun in response to Reinhold Weber's radio rant in the last issue of Werbewoche. We love Beyoncé, Söhne Mannheims, Anastacia and Maroon 5. Great music by great people. Music that millions enjoy listening to on the radio. But in the eyes of advertiser Reinhold Weber, we love junk. Worthless stuff that "cloned bores" present to us as "music industry PR" with the help of "ratings computers instead of music editors". This is what I read here last week: "Wake up, Mr. Weber! You ask yourself what has happened to you. And you answer yourself: "probably listened to the radio too much". You seem to listen to the radio, but you don't listen and, above all, you don't look behind it. Otherwise you'd know that the music industry at Switzerland's biggest private radio station is always on the phone, because we don't just play the "super CD by the new megastar" to our listeners.
We play what people like. They call it "unfiltered PR from the music industry". And I ask myself: it's probably been a long time since you received an order from the "major labels", hasn't it? If you listened, you would also know that no other Swiss private radio station invests more money in a professional newsroom than Radio 24. We broadcast another hour of information from Zurich from 11 p.m. to midnight, while fee-paying state radio listeners are already dozing off to "little night music".
Some private radio stations also invest a lot of money in elaborate comedy productions. Should we do without that and rather have your Scott Henderson, Buddy Guy or Jeff Beck blasting through the airwaves? Radio presenters who entertain and make people laugh are ridiculed by you. But beware: we don't make the program for you or for us. The people listen on the radio!
What's wrong with an industry that has professionalized in recent years and takes its majority listeners seriously? What are radio stations doing wrong that are suddenly operating in the black and attracting more listeners, who are also sticking around for longer? Take a closer look and you will see why stations such as Radio Basel 1, Radio BE1, DRS 3, Radio Energy, Radio Pilatus, Radio 32 and the 25-year-old Radio 24 are successful.
Yes, success. You should know this word. In the nineties you were still a celebrated advertiser, today you are looking for a new start with "creative mailings". Or as you yourself recently said about the failure of your agency WHS: "And suddenly you're out, and you don't know why any more than you knew why you were in before." Well Mr. Weber, it seems to be time to be in again. Let's listen together over a cup of coffee. You see, you've made a friend anyway. But the music plays tomorrow; let's forget yesterday.
> Peter Brun is program director of Radio 24.
We play what people like. They call it "unfiltered PR from the music industry". And I ask myself: it's probably been a long time since you received an order from the "major labels", hasn't it? If you listened, you would also know that no other Swiss private radio station invests more money in a professional newsroom than Radio 24. We broadcast another hour of information from Zurich from 11 p.m. to midnight, while fee-paying state radio listeners are already dozing off to "little night music".
Some private radio stations also invest a lot of money in elaborate comedy productions. Should we do without that and rather have your Scott Henderson, Buddy Guy or Jeff Beck blasting through the airwaves? Radio presenters who entertain and make people laugh are ridiculed by you. But beware: we don't make the program for you or for us. The people listen on the radio!
What's wrong with an industry that has professionalized in recent years and takes its majority listeners seriously? What are radio stations doing wrong that are suddenly operating in the black and attracting more listeners, who are also sticking around for longer? Take a closer look and you will see why stations such as Radio Basel 1, Radio BE1, DRS 3, Radio Energy, Radio Pilatus, Radio 32 and the 25-year-old Radio 24 are successful.
Yes, success. You should know this word. In the nineties you were still a celebrated advertiser, today you are looking for a new start with "creative mailings". Or as you yourself recently said about the failure of your agency WHS: "And suddenly you're out, and you don't know why any more than you knew why you were in before." Well Mr. Weber, it seems to be time to be in again. Let's listen together over a cup of coffee. You see, you've made a friend anyway. But the music plays tomorrow; let's forget yesterday.
> Peter Brun is program director of Radio 24.
