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Hot Topics

Hot Topics

What Is the Right Demo for Qualitative Research?

June 13, 2019

Most rookie sales reps learn right away that stations are selected by how well they perform in the advertiser’s target demo. Whether it is 18-34 for the latest movie premiere, or 25-54 for the new car dealer, stations are often selected by how they price within the designated demo.

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Qualitative – More Important Than Ever Before

May 30, 2019

I have a 0.4 rating.
So does my competitor.
So do four other radio stations.

Clearly all six of the radio stations are equal – or at least on the ranker. So how does the overworked media buyer/advertiser decide which station to select? The easy answer is the one who comes in the cheapest or delivers the most “extra value.” Competing on price or adding a boatload of ineffective and costly added value is not the answer.

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What Can Result from Continuous Diary Measurement?

May 16, 2019

In a matter of months, Nielsen is planning to deliver monthly ratings reports – known as Continuous Diary Measurement (CDM) – to the four-book per year diary markets. These monthly reports will be considered “currency.” Nielsen is positioning this as a positive step towards aiding in enhancing radio’s relevance to the advertising community. Nielsen believes that having more frequent currency data is a plus for these markets and can result in new advertising dollars.

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A $2.3 Billion Cup of Coffee

May 9, 2019

The latest social controversy that has lit up the Twitterverse is Game Of Thrones. No, we’re not talking about the Dothraki charge. The biggest deal was the rogue coffee cup that appeared in episode four of this season.

As with most controversies, there was the hint of a conspiracy. Did Starbucks pay for that placement? Was it an intentional gaffe on the producers’ part to spark conversation?

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Grow Your Live Reads Revenue by Changing a Single Word

April 30, 2019

For decades (yes, decades) radio has had the unique benefit of having local personalities reading advertisers’ messages live on the air. These live reads demand a premium and for many stations are a significant contributor to the station’s overall revenue. This is because these personalities have a relationship with the listeners and their endorsement builds tremendous one-to-one value to the listeners.

So what can a local sales rep or station do to maximize this important source of revenue?

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