Marketron

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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Radio Generates 8X More Response

Contributor: Bruno Tabbi, President and Co-Founder, Ignition Toll-Free

Results. That’s what all advertisers want from any media channel they use. Radio has proven that it can drive in-store traffic and online traffic but what about phone traffic? Despite all the tech options available today, many consumers like to make their initial inquiry to a business over the phone. But using a random phone number on radio makes it incredibly challenging for listeners to remember how to reach the advertiser they just heard. That’s where vanity phone numbers come in. 

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Consumers with a 1.3 Trillion Dollar Buying Power

Author: Annette Malave, SVP/Insights, RAB

Young. Strong. Influencers. These are just some of the characteristics of a consumer group that yields a buying power of 1.3 trillion dollars – Black/ African American consumers.

Black Americans are receptive to advertising and believe that radio ads provide them with meaningful consumer product information. “The role of radio, particularly Black radio, in the community is important and of great influence,” according to Steven C. Roberts, CEO, Roberts Radio Broadcasting.

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Leaning In To The Consumer To Drive Growth

Author: Tammy Greenberg, SVP/Business Development, RAB

It’s nothing new to say that we are living in an attention economy. We are marketing to consumers during a time when there is more noise and choice than there ever has been before – in media of all forms, on the shelves of grocery stores, in the search results on your mobile device or computer, in airports, at events and more. 

Last week, the Association of National Advertisers hosted their annual confab of Masters of Marketing. Over a period of three days, chief marketing officers from national brands took the stage inspiring a group of nearly 3,000 brand stewards, media professionals, analytics and ad tech partners with their brand stories, strategies, and goals for growth.

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Survey Shows Radio Has Become Marketers’ Bellwether

Contributor:  Gordon Borrell, CEO, Borrell Associates

In today’s confusing whirlwind of marketing choices, radio advertising seems to have become a bellwether.  Radio has been getting high ratings not only among local ad agencies, but also from local “direct” buyers. The number of businesses who say they’re buying radio advertising has increased steadily since 2017, according to the largest annual survey of local ad buyers.* Continue reading “Survey Shows Radio Has Become Marketers’ Bellwether”

Radio Show 2019 – Top Takeaways

Photo Credit: RAB/NAB Radio Show 2019

Author: Annette Malave, SVP/Insights, RAB

“Radio, Streaming, Podcasting.” During the reimagined 2019 Radio Show, session content touched on all aspects of the audio landscape and delivering insights applicable to all media and advertising professionals.

In session after session, the overarching message was simple. The content broadcast stations deliver to listeners is the core differentiator when compared to other audio sources and how that content is delivered should and will be embraced – regardless of platform or device.

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