Marketron

Month: November 2019

Radio on Main Street Podcast Featuring Robin Fitzgerald, CCO for BBDO Atlanta and recently named 2020 Chief Judge for the Mercury Awards

Thursday, June 4, 2020 is one of Radio’s most important events of the year.  It’s the annual Mercury Awards, the only competition exclusively devoted to radio to encourage and reward the development of effective and creative radio commercials.

In this edition Erica Farber, President & CEO of the RAB speaks with Robin Fitzgerald, Chief Creative Officer BBDO Atlanta and recently named 2020 Chief Judge for the Mercury Awards.  She shares her thoughts on why these awards are so meaningful, how you know when Radio advertising is done right and leading the charge for 2020.

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Local Driving Business

Author: Annette Malave, SVP/Insights, RAB

Small businesses. They are the heartbeat of America and Main Street. Despite the current trend of online shopping, consumers across the country still love to support and shop at small businesses where they live and work. This Saturday, we celebrate small businesses across the country.
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Radio on Main Street Podcast Featuring Dave Greene, one of the GSMs for Entercom in St. Louis

The job of a General Sales Manager continues to change.  With revenue growth and revenue enhancement at the top of the list of responsibilities, today’s GSM must equally stay focused on managing for change while coaching and leading their teams in new and different ways.

Erica Farber is the President & CEO of the RAB and in this edition she speaks with David Greene, one of the General Sales Managers for Entercom in St. Louis.

Whether it be leading integrated campaign development that can be executed across multiple platforms or coming up with creative and actionable sales solutions, it is about maintaining a positive outlook and having a clear understanding of how success will be measured.

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Radio on Main Street Podcast Featuring Dan Price, President of Oink Ink Radio

It is no secret – audio is hot!  And the need for great, effective radio commercials is even hotter.

In this edition, Erica Farber, President and CEO of the RAB speaks with Dan Price, President of Oink Ink Radio, a creative radio services company. Busier than ever and  with 27 years under their belt, they continue to focus on producing attention-getting radio advertising that secures and maintains the listener’s interest and ends with rewarding them for their time.

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Culture is Driving Growth

Author: Annette Malave, SVP/Insights, RAB

Over the next 20 years, the U.S. population will be comprised mostly of multi and intercultural individuals according to U.S. Census population projections.  This growth is attributed to the increase in the number of Asian, Blacks/African Americans and Hispanics/Latinx in the country and is being viewed as the catalyst of brand and revenue growth by advertisers and marketers alike.

Combined, these groups are projected to yield a buying power of $4.7 trillion by the year 2020 – up from $3.8 trillion in 2017, according to Nielsen.  Despite this projection, the dollars spent to target and advertise to  multicultural consumers remain relatively low.  While 37% of the U.S. population was comprised of Asian Americans, African Americans and Hispanic Americans in 2018, only 6% of advertising and marketing dollars were targeted to these segments, according to a study compiled and presented by Dr. Leo Kivijarv of PQ Media at the 2019 ANA Multicultural and Diversity Conference.
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Radio on Main Street Podcast Featuring Mark Maben, General Manager of WSOU 89.5 at Seton Hall University

Gen Z refers to the generation of individuals born between 1996 and 2010. Representing over 25% of the U.S. population, this is a generation raised entirely on the internet and social media. They are beginning to enter the workforce and they are a desired demographic as consumers of our products and services.

In this edition, Erica Farber, President & CEO of the RAB speaks with Mark Maben, General Manager of WSOU 89.5 in South Orange, NJ. Owned by Seton Hall University and operating for 71 years, this non-commercial station is managed by a team of nine students who report into Mark and is staffed with an additional 120 students from the university. This year Seton Hall University had a record number of students attend the Radio Show as part of the Student Scholar Program and, just as important, they are seeing an increased level of interest from the students in the overall audio space.

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What’s the Deal With CBD Product Advertising?

Contributors: Brad C. Deutsch, Principal, Foster Garvey, P.C. and Benjamin J. Lambiotte, Principal, Foster Garvey, P.C. 

Ever since December 2018, when the 2018 Farm Bill removed hemp and derivatives containing no more than 0.03% THC from Schedule I of the Controlled Substances Act (“CSA”), it seems that hemp-derived CBD products are everywhere – in grocery stores, pharmacies, online, and even in pet stores and restaurants. Sales and investment growth figures for the CBD industry are staggering and with that a lot of potential advertising revenue. However, any decision to take CBD advertising must be made with an understanding that the legal status of CBD-infused food, beverages, and dietary supplements remains unsettled and confusing. Although hard and fast rules are hard to come by (and probably will be for a while), here’s a summary of where things stand as of October 2019.

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Keep Your Files in Order

Contributors: Brad C. Deutsch, Principal, Foster Garvey, P.C. and Benjamin J. Lambiotte, Principal, Foster Garvey, P.C. 

Just as the 2020 federal election campaign shifts into high gear, on October 16, 2019, the Federal Communications Commission issued two significant orders “clarifying” broadcasters’ political public file obligations in response to complaints filed against several stations.  In both orders, the Commission made it very clear that it is station licensees – and not political ad sponsors or their ad buyers – who are responsible for ascertaining, collecting, and uploading in a timely manner to the FCC online political public file, all the information required by Section 315(e) of the Communications Act and the FCC’s political broadcasting rules.

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