Cox Media: ‘Live and Local Is Where It’s At’

Susan Larkin

After dabbling in voicetracking as a less expensive way to generate content, a Cox Media Group market manager says the company decided it wasn’t for them.

“We all looked at voicetracking as a more efficient way to produce content and what we learned is live and local is where it’s at,” CMG-Orlando VP/GM Susan Larkin  told Radio Show attendees yesterday according to InsideRadio.

“Personalities are far more important than they’ve ever been and they need to be able to execute across all platforms.” Despite programmers handling multiple stations (sometimes in more than one market),  Larkin said their importance as brand managers and talent coaches has also gone up and that both personalities and  programmers are more involved in sales than ever.

“They’re sitting down with advertisers and collaborating with agencies” to conceive creative ways to execute campaigns across the company’s multi-media platforms, Larkin added.

With events like this weekend’s iHeartRadio Music Festival, Larkin said  radio remains “a pretty sexy business” that can attract smart, young sales and programming talent.

“There’s still so much fun  to have in this business,” she said.

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