Posts in "Hot Topics"
January 17, 2013
Filed Under: Hot Topics
A ranker may tell you how many people are listening, but it doesn’t tell you what kind of people. It’s the old quantity vs. quality debate, and with radio it’s more relevant than ever. Ask yourself, what kind of people do I want to reach with my message? What are their interests? What are their lifestyles like? And how can I incorporate that into my messaging? Qualitative data provides such a rich reservoir of information about the people you’re trying to target.
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January 11, 2013
Filed Under: Hot Topics
Let’s face it, sure there is an influx of New Media knocking on our door (laptops) every time we turn around. Your email notification probably just dinged with a new company asking you to sign up. And, you’ve probably heard the buzz that because of all of this New Media, it has resulted in Broadcast Radio suffering. Well don’t believe the hype. Here’s why…
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January 3, 2013
Filed Under: Hot Topics
We all remember them from grade school. The kid who sat in the first row of the class and had all of the answers. Back then, these high achievers were often outcasts and their vast knowledge was looked down upon.
But what can we learn from this group?
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December 20, 2012
Filed Under: Hot Topics
My last blog focused on the difference between 25-54 and 35-64 year-old consumers and ways 35-64 can compete in a 25-54 world. As a refresher, both of those groups share the 35-54 year-old segments, which left the difference of the 25-34 and 55-64 age cells.
But, what if you are 18-49 in a 25-54 world? How do you compete there?
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December 13, 2012
Filed Under: Hot Topics
The history of the internet has been brief, not gaining power in its marketing initiatives until the mid-1990s. Today websites are becoming extensions of traditional media outlets, such as Radio, Television and Print. For an advertiser, it is crucial to create opportunities that increase revenue by tailoring marketing campaigns that speak directly to various consumer and demographic groups. For example, African Americans in particular, make up roughly 27 million of the online consumer base, who spend nearly one-third of their time on the internet, with a buying power that is expected to exceed $1 trillion in 2012.
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December 6, 2012
Filed Under: Hot Topics
Thanksgiving has come/gone and now, as we are hearing on a number of stations, it’s Christmas time. For some stations, switching to an “All Christmas” format could possibly mean “Yes.” Those gifts will come in the form of larger cumes and increased listening, which results in larger average quarter hour (AQH). Because of the increase, you will be able to charge higher rates. “All Christmas” format stations that are successful are similar to the Super Bowl for TV commercial spots.
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November 29, 2012
Filed Under: Hot Topics
We’ve come a long way from the days when Arthur Carlson on “WKRP in Cincinnati” sat with a brown envelope in his trembling hands before he opened it up to learn his station’s latest Arbitron ratings. Back in the ‘70s, Arbitron’s clients didn’t know when the books would arrive. They waited for the phone to ring to get a few numbers read to them as “Advanced Ratings.” In the early ‘80s, Arbitron began publishing a schedule, so at least you knew when Arbitrends data would be released and when the box of books would be delivered. In 2006 Arbitron switched to the eBook format, and we no longer needed shelves to hold the infamous red-, silver-, blue-, and brown-striped reports.
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November 15, 2012
Filed Under: Hot Topics
If you’re reading this blog, chances are that you’re well aware that radio stations strive to effectively advertise for their clients. While this is important, there is a prerequisite that leads to successfully advertising on behalf of others. You must first be able to successfully advertise the station itself. In this article, I will cover two basic marketing theories and how they relate to a single word: Consistency.
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November 7, 2012
Filed Under: Hot Topics
According to an article released a couple weeks ago by the Radio Advertising Bureau, Nielsen is expecting an increase in sales across five key departments this holiday season (food, beverages, alcohol, health/beauty, and homecare). Spending for November and December 2012 is predicted to reach $98.3 billion, which is a 2.3% increase from last year. This increase in 2012 holiday spending could be a result of higher consumer confidence levels and increased impulse buying and consumer intent.
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November 1, 2012
Filed Under: Hot Topics
Each year, effective with the October PPM and Fall diary books, updated population numbers are incorporated into Arbitron’s radio audience estimates. Changes within a station’s key demographic can significantly impact its ratings, even if panelists’ listening hasn’t changed at all.
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