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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March 5, 2019
The following statement could be directly from Captain Obvious: For radio to grow, it needs to attract new advertisers to our medium. One obvious source of new advertisers is broadcast television. Targeting those advertisers who dedicate 100% of their broadcast budget to television is key for radio’s future growth.
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February 5, 2019
The Beatles 1963 album “Please Please Me” had the song, “Do You Want to Know a Secret,” which was also the opening line of the song. The second line was “And promise not to tell.” There is an assumption that if someone tells you “a secret” that you keep it to yourself.
While keeping a secret is considered an admirable thing, there is one secret that radio broadcasters need to tell everyone.
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January 21, 2019
Radio station programming and marketing directors joke, “If only I knew who was carrying those meters, then I could really grow my ratings.” Many organizations, including Research Director, Inc., have built tools to focus on those listeners who are carrying a meter. Most just drill down by age and geography.
Nielsen will now deliver to its clients a report that lets them know the profile of those that are carrying meters in their market. Now, it does not give you their name and address, nor does it focus on individual meter keepers. Instead, this report, called “PPM Panel Characteristics,” outlines the characteristics of your market’s meter keeper with detail that is not available elsewhere.
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January 8, 2019
Which could mean potentially losing business! Are you willing to stand as strong as Colin Kaepernick in your beliefs? Are you willing to lose that business because the client does not believe in the VALUE of your listeners? Are you going to cut the rate even though the data shows that your station is the best for clients because you just want the business?
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