We’re Still Broke
October 8, 2015
Filed Under: Hot Topics
Two years ago, Research Director, Inc. Partner Charlie Sislen posted his self-proclaimed “old man rant,” 55 and Still Going Strong. Now it’s my turn.
Posts in "Hot Topics"
Some Things Change but Some Things Stay the Same
September 24, 2015
Filed Under: Hot Topics
Advertising is the vehicle that transports a product, service, or cause to the respective audience. The current marketplace is filled with competition and a plethora of messages competing for the consumer’s limited attention. In addition to brands competing for limited attention, media vehicles are competing for limited advertising spending dollars in the marketplace. In this crowded arena, it is important to know which media vehicle will not only bring in the most target consumers, but which medium can convert those reached target consumers into revenue and generate a reasonable return on investment.
Selling the BENEFITS, Not the FEATURES
September 9, 2015
Filed Under: Hot Topics
People do not buy features. They buy solutions to problems or needs. The more work we make them do to understand how working with us will meet those needs, the lower the chance they will ‘get it’ and the lower our chance of making a sale. No one wants to work with us if we don’t put their wants, passions, and perceived needs first. Our prospects are only interested in doing business with us to the degree that they understand what we can do for them. In every presentation we write, we must remember that our prospect’s desires, anxieties, and aspirations must always come before our own.
The Power of (a) Personality
August 27, 2015
Filed Under: Hot Topics
On November 1, 2013 at 9:30am, radio listening habits were drastically altered. Having just wrapped things up with our October PPM clients, I tuned in to “Mike and Mike in the Morning” on ESPN radio. As I passively listened to the show, a specific topic caught my interest. So, I decided to write a joke concerning the topic. Minutes later, Mike Greenberg read my comment on air and the studio broke out in laughter.
Podcasts and Streaming Changes the Game for ESPN Radio
August 13, 2015
Filed Under: Hot Topics
According to Insideradio, ESPN Radio Network’s streaming attracted 2.5 billion total listening minutes in the second quarter, thus representing an increase of 31% over the last year. ESPN Senior Director for Digital Audio Strategy, Patrick Polking, attributes the positive growth to the increased presence of streaming services and podcasts throughout the internet, which concurrently helps drive listeners to ESPN’s streams. As he puts it, “more visibility for streaming lifts all boats.”
To Voltair or not to Voltair, that is the question!
July 30, 2015
Filed Under: Hot Topics
In 1981, Charlie Sislen was working at WWDC-FM, and his program director gave him the best insight ever. She said, “I don’t care how many people are listening to my radio station, all I care about is how many diarykeepers think they are listening to my station.” Program Directors have always strived to game the system to increase ratings without breaking the rules.
Is Your Ad Fast Enough on the Draw?
July 30, 2015
Filed Under: Hot Topics
A recent study showed that the human attention span lasts a mere 8.25 seconds. Only 8.25 seconds in 2015? Absolutely, a large drop compared to 2000 when the average human attention span was 12 seconds. That means that a human being’s attention span is now less than a goldfish’s attention span (which is 9 seconds). So does your advertisement on the radio have the vigor to give a roundhouse kick to someone’s attention span? (Source: www.statisticbrain.com/attention-span-statistics)
How Important Is Reach and Frequency? Just Ask Pandora
July 16, 2015
Filed Under: Hot Topics
There are numerous elements to radio sales. Much of it comes down to the quality of the schedule. What is a quality schedule? The first element is delivery and pricing. That means GRPs and CPP – how many rating points you are going to deliver and at what cost. However, a thorough schedule evaluation does not stop there. For advertising to work, a proper balance of reach and frequency must be achieved.
Nielsen’s Improved Survey Technique Will Help Radio
July 9, 2015
Filed Under: Hot Topics
It has been about ten years since Arbitron, now Nielsen, started their transition from a diary-based survey to PPM in the larger markets. The premise was easy to understand; if your ears can hear it, then the meter will pick it up. That worked well in 2007 when most listening was to a station’s broadcast signal and through speakers.
What Radio Can Learn from the Airline Industry
June 25, 2015
Filed Under: Hot Topics
As long as I have been in radio, I have heard the comparison of radio inventory with airline seats. Just like empty seats on a plane that has taken off, the value of a radio spot that goes unsold is zero. There is no way to regain that inventory once the plane has taken off or the stop set has run.
Let’s take the opportunity to learn from the airline industry. How are they adjusting their sales strategy?