Photo Credit: RAB/NAB Radio Show 2018
Author: Annette Malave, SVP/Insights, RAB
During the 2018 Radio Show, the overarching theme was about data – demystifying it, understanding where to get and how to use it as well as the opportunities it can create.
In addition, throughout the Radio Show, there was a secondary message: Radio is a strong and nimble medium that continues to evolve, to not only meet but exceed the demands and expectations of its listeners and advertising partners.
In this edition of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Angela Kluke, Director of Sales Training & Product Development for MBC Broadcasting. The company operates throughout Ontario, Canada with a focus on small and medium markets.
Since this podcast was recorded we have learned the company has been listed on the “Growth 500” list of Canada’s fastest growing companies for the 8th consecutive year, an amazing accomplishment for any organization.
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Contributor: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research of PQ Media
Similar to 2016, the use of past trends to predict the outcome of an election that have been applicable for decades are now void. Thus, “it’s about the economy, stupid,” coined by Democratic strategist James Carville during the 1992 Bush-Clinton presidential election, should have been important in the 2018 election – it is not. Although the economy strengthened during the summer, which normally is an indication that the incumbent party will maintain control, the Republican Party continued its downward spiral during that period. It was not uncommon over the past three months to look at polls, and subsequent political forecasting websites each week, and find a House, Senate and/or gubernatorial seat considered safe in July had shifted to being likely, leaning or tilting Republican, which meant that the lead over the Democratic candidate had shrunk substantially. Furthermore, too many Republican seats that were likely, leaning or titling Republican in July have become toss-ups, while other Republican seats that were toss-ups in July shifted to likely, leaning or tilting Democratic. For example, one political forecaster switched 11 Republican safe seats in July to likely, leaning or tilting Republican in September. Another forecaster expanded the number of toss-ups from 24 to 30 seats during that period, with the Republicans bearing all the bad news. It should be noted that it wasn’t six new Republican seats that became toss-ups – it was more – as numerous toss-ups in July are likely, leaning, and tilting Democratic in September. Meanwhile, the Democratic party gleefully watched some of the Democratic toss-up seats become likely, leaning or tilting Democratic, as well as likely, leaning or titling Democratic seats in July that are now safe seats in September.
Let’s talk about the elephant in the room once more – control of Congress. Have the odds changed dramatically during the last three months that will allow the Democrats to regain the majority in both the Senate and House? Has the addition of new candidates, once thought safe, resulted in candidates and SuperPacs raising more money? If the answer is yes to the previous question, are there certain media platforms that will benefit from the rise in political media buying?
Continue reading “Political Media Buying 2018: Late September Update – Where Does Radio Fit?”
Election day 2018 is about eight weeks away and while it is not a presidential election there are many state and local races that will be decided.
In this edition, Erica Farber, President and CEO of the RAB speaks with Kip Cassino, Executive Vice President of Borrell Associates. Borrell Associates recently updated their forecast for political media spending by media choice with their forecast for radio showing modest growth from their original April forecast.
With less than one-third of the 8.9 billion of political dollars yet to be spent this year, Kip shares his advice as to how radio can compete for a larger share of the available dollars and how important it is for radio to make the case that radio is local.
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Having success in growing revenue all starts with relationships, being a true partner for your clients.
In this edition, Erica Farber, President and CEO of the RAB speaks with Tina Murley, Director of Sales for the Beasley Media Group in Boston. Tina is focused on creating a culture for her sales team of saying “yes” to their clients and potential clients. She empowers, provides the tools and helps her sellers find a way to just get it done.
She believes that digital is the future and because radio offers integrated local solutions, it’s is the perfect partner for advertisers.
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Author: Annette Malave, SVP/Insights, RAB
“In relationships, the little things are big things.” No truer words have ever been said as these by Stephen R. Covey, author of The 7 Habits of Highly Effective People. Building and nurturing relationships is important for any successful person or business.
There are other quotes that can help frame the approach for opportunities:
Each of these individuals were successful retailers and, like Stephen Covey, they, too, understood the value and importance of relationships.
Author: Annette Malave, SVP/Insights, RAB
Of all generations, millennials have had the greatest influence on the advertising and marketing world. Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.
While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups. Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer.
Smart speakers are quickly becoming commonplace in the homes. In fact, a recently released study by Edison Research done in partnership with NPR stated 18% of all Americans 18+ own a smart speaker. These audio playback devices feature voice activated digital tasks and can operate as home automation hubs. Serving as a central information source for users, these devices are most importantly providing easy access to listen to one’s favorite radio station.
Erica Farber is the President & CEO of the RAB and in this edition she speaks with Tom Webster, Senior VP for Edison Research. They discuss some interesting findings from the study covering such topics as ownership and usage data, media behavior interests and activities, and purchasing and advertising attitudes of smart speaker owners.
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A common concern expressed by broadcasters in all size markets is the need to attract the next generation of broadcasters. An idea that first began at Appalachian State University in Boone, North Carolina was an incubator created for well-rounded and well-educated college talent with a passion, determination and an interest to begin a career in Radio.
In this edition, Erica Farber, President and CEO of the RAB speaks with Dan Vallie, President of the National Radio Talent System and founder of Vallie, Richards, Donovan Consulting.
With a strong background in radio programming, Dan is the man behind the only program of its kind created to answer the long-discussed issue of a radio talent farm for the industry. Now presented in over eight colleges and universities across the country, these 10-day intensive summer programs bring in broadcast professionals representing all aspects of the radio industry to act as guest professional facility to teach all the sessions to the students accepted in the program. And the best part is 70% of the students that have gone through the program have received their first job in radio or related fields.
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Contributor: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research, PQ Media
Last week’s post laid the groundwork for the current state of elections in 2018. This post covers radio’s revenue opportunity for attracting political spending.
One of the biggest debates on political media buying is the potential shift from traditional media to digital and other alternative marketing platforms. There are two trains of thought.
Continue reading “Political Media Buying 2018:
Where Does Radio Fit?”
Author: Annette Malave, SVP/Insights, RAB
At Nielsen’s recent Consumer 360, the theme was Confronting What’s Next. There were discussions and presentations on reaching multicultural audiences, using data, artificial intelligence, building brands and more.
There was a lot to be learned from each of the panelists and brand presentations. But, keeping true to the core of the event, it all boiled down to understanding and reaching the consumer. More importantly, it was clear that this is the age of the consumer. The consumer is in control, and wants and expects to be heard. The consumer is at the center of it all.
Author: Annette Malave, SVP/Insights, RAB
Unique. Funny. Innovative. Moving. Inspiring. Game Changing. Those were just some of the words used by judges to describe the winning spots of the Radio Mercury Awards.
On May 31st, some of the best creative minds across the country gathered at The Cutting Room in NYC to encourage, reward and celebrate great radio commercials at the Radio Mercury Awards ceremony.
In this episode, Erica Farber, President and CEO of the RAB, speaks with Jeffrey Hedquist. Jeffrey is known as “advertising’s storyteller.” He is a commercial creator who has won hundreds of advertising awards and works directly with advertisers, agencies and radio stations.
An advocate for advertisers, he believes strongly in using the power of storytelling to help tell the advertisers message. His message to radio is to not write commercials but to create stories that engage the listener. More importantly, stories that engage the listeners are stories about the listeners.
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Author: Erica Farber, President and CEO, RAB
Last week, radio lost one of our great medium’s most passionate heroes – Joseph (Joe) Bilotta.
Joe spent 40+ years in the radio business with the majority of them as Buckley Broadcasting’s CEO, overseeing legendary radio stations like WOR-AM in New York and WDRC-AM/FM in Hartford. As a radio broadcaster, Joe considered himself a very lucky man and as professionals in the radio industry, we all consider ourselves extremely fortunate to have had Joe as an advocate, mentor, challenger, supporter and friend. Continue reading “The Passion of a Radio Broadcaster”
Author: Annette Malave, SVP/Insights, RAB
On Memorial Day, we remember and honor the many American soldiers who have fought and died for our country. In fact, did you know that the National Moment of Remembrance Act, passed in 2000, encourages all Americans to pause for a moment of silence at 3 p.m. local time on Memorial Day?
Also on this day, radio stations across the country will remember and recognize those, and the families of those, who have served this country. There will be dedications and acknowledgments from local radio station personalities and shout-outs from listeners.
In this edition, Erica Farber, President and CEO of the RAB, speaks with Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media. One of the many strengths of local radio is the difference it makes in a person’s life. It is truly the voice of the local community.
Listen as they discuss the state of local broadcasting, the importance of creating remarkable content and the need for the industry to focus on creating value for the advertiser.
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In this edition, Erica Farber, President and CEO of the RAB speaks with Donald Miller, CEO of StoryBrand and New York Times bestselling author. His latest book entitled Building a Story Brand stresses the importance of clarifying messages so customers will listen, reinforcing the message that the words we use matter.
In the podcast they discuss how storytelling will transform the way we talk about our brands and the unique value we bring to our advertising partners.
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News by definition is meant to inform and provide all of us with information we need to make the best possible decisions we can that affect our lives and our communities.
In this edition, Erica Farber, President and CEO of the RAB, speaks with Craig Swagler, General Manager of CBS News Radio Network. They discuss the state of news in general and its importance in radio today.
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Author: Tammy Greenberg, SVP Business Development, RAB
At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.” He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways.
Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.
Continue reading “In the Age of Outcome, Radio Has Some Great Stories to Tell”
Author: Rick Greenhut, Director – Broadcast Business Development, Xperi / HD Radio
Increase spot impact by 550%
Wouldn’t it be great if a radio station could offer their biggest local auto dealer client the opportunity to increase their name recognition? How about enabling the agency for a home improvement chain to demonstrably enhance the effectiveness of their radio advertising? Federal legislation taking effect this May (and broadcasters’ investment in HD Radio technology) helps radio maintain preeminence in tomorrow’s dashboard while benefiting agencies and advertisers alike.
