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I am a huge fan of Bob Hoffman, aka The Ad Contrarian. He is a former advertising executive who is not afraid to take his former industry to task. He also has a sharp insight into how advertising should work.
His most recent email contained an interesting thought…
Are you prepared for the hot categories for this year? Do you know what categories will be strong for your market and station? Some of the top categories expected to be strong in 2023 include Technology, Education, Auto Repair, and Healthcare. Are you ready to show advertisers the value of partnering with your station(s) to help them grow their business?
As kids growing up in downstate Illinois, we listened to WLS. Frankly, that Top 40 AM radio station was the only one we could get during the day (yes, I’m that old) with the music we were interested in listening to – as in, sorry, not country. But I only found out this year why the call letters for WLS were W-L-S. Originally owned by Sears, the call was to mark Sears as the “World’s Largest Store.” And then I got curious…
Radio has traditionally been built around Morning Drive. That is where all the resources – and “entertainment” – has been focused for decades, at least when it comes to stations that focus on music. This industry muscle memory has been hard to shake.
In our previous blog, Karen outlined the new categories available in Scarborough. While this is traditionally a sales tool used to generate category ideas, Scarborough is also a great tool for savvy programmers.
We all know the cliché “content is king.” What we need to add is – content is hard. The ravenous demand for content has never been greater. Generating salient and consistent content has become an art form.
This is where Scarborough can be a boon to programmers and on-air performers. The latest report has been released to all markets. Here are some ways you can use the data to improve your product.
