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THE MOST TRUSTED NEWS IN RADIO
Radio’s Return On Investment is put to the test. A more accurate gauge of radio advertising effectiveness is expected to
become widely available to marketers this month. After years of testing, PPM data will be finally be fed into the sophisticated
marketing mix models that are used by 70% of major national advertisers to allocate their ad spend. The result of a partnership
between Arbitron, Gfk MRI and Media Monitors, the breakthrough has the potential to funnel more
ad dollars to radio by allowing it to be fairly compared to TV and other media in the influential ROI
tools. “This is long overdue,” says Maribeth Papuga, EVP & director of local investment and activation
at ad agency MediaVest. “Radio has been absent from the table for the past 10 years, as television
released respondent level data and enabled agencies and marketers to refine their audience study
beyond the age/sex demographic.” Linking PPM ratings with Media Monitors commercial airplay data
will give advertisers access to audience information for the specific date, quarter-hour and station
on which each of their commercials ran. That will allow them to better evaluate and optimize their
ad schedules against specific targets. Three case studies conducted by Sequent Partners of the
system showed radio’s return on investment improved from 27%-78%. But inputting the right data
Radha Subramanyam
is only the first step. Clear Channel EVP of insights, research and analytics Radha Subramanyam
says the industry will also need to promote a “cultural change” in the buying community to get them to use the more accurate
data. “I think we are up against a degree of inertia,” she says. “But I’m very hopeful that between us, advertisers, agencies
and the modeling companies themselves, we will do the right thing by our clients.”
As radio joins the party, validity of marketing models is questioned. Just as radio is about to be more accurately
depicted in the sophisticated tools that control how billions of marketing dollars are spent, some critics are raising questions
about marketing mix models. CBS chief research officer David Poltrack plans to present research about what he sees as
flaws in the ROI tools at a conference next month hosted by the Advertising Research Foundation, which he chairs. At issue
is whether today’s models have kept pace with an explosion in media choices for marketers and whether one modeling
technique fits all media. “Radio or other online audio channels may have specific characteristics related to the tie-in with DJ’s
or endorsements, so the value of the property might not be fairly evaluated for the community value it provides,” MediaVest
EVP Maribeth Papuga says. “If the model allowed the results to be indexed higher based on this community value, it may
show a better picture of how it worked within the media mix.” Given the size of ad budgets and the need to evaluate how
each media channel works to support a marketing objective, buyers and sellers say the modeling tools are here to stay.
“We’re at the beginning of the journey,” Clear Channel EVP of insights, research and analytics Radha Subramanyam says.
“A lot more work needs to be done, but at least we’re on the right track.”
Industry invests in other tools to prove its effectiveness. A better representation of radio’s contribution to ad campaigns
has become a top industry priority. But radio’s not putting all its eggs in one basket. In addition to marketing mix models,
the industry is working on other ways to prove its Return on Investment. “We believe we have to explore and invest in a
range of forms of measurement,” Clear Channel EVP Radha Subramanyam says. “No marketer has only one goal that can
be answered with one set of tools.” By combining its own research with insights and analytics
from external data providers, she says the company is developing tools that offer “a more
holistic picture” of how a campaign met an advertiser’s needs, whether that’s brand building,
social media engagement or product sales. Dubbed Smarter Mix, the initiative has already
produced a study conducted by Katz Media Group and the Media Behavior Institute’s USA
news INSIDE >>
>>Web radio becomes
part of pledge drives
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NEWS Monday, May 13, 2013
Touchpoints service showing how auto, QSR and financial services advertisers who reallocated the last 5%-15% of their TV
dollars to radio saw up to 24 % higher reach for the same spend — with no negative impact on TV reach. Radio investing
more in research to demonstrate its impact is music to agency ears. “Working with the data and enabling others to view it
firsthand versus only those who can afford to purchase the data might be a good way to build more value,” MediaVest EVP
Maribeth Papuga says.
Study finds radio, TV and print each have their own lanes on Twitter and Facebook. Radio’s not alone in using Twitter
to reach Americans. TV stations and print outlets are also active participants in the Twitterverse. A new study finds that no
one medium has the edge, but rather people are using the social networks differently depending on what they’re consuming.
Most radio stations are playing up their Facebook pages over Twitter and that’s the social network seeing the most radio
action. The study found radio users are avid content “likers” — and are 46% more likely to “like” something on Facebook
than someone using TV or print. Other local media outlets play to their strengths, too. The content generated by newspapers
results in print outperforming all other media in generating retweets. Their readers are 54% more likely to retweet a story than
someone listening to radio or watching TV. Lots of local television stations encourage viewers to share photos or videos with
the local news team, and the study found TV viewers are 85% more likely to post photos and videos than users of all media.
Analysts say the report highlights the growing inter-relationships between the various media outlets and social media. The
study was paid for by the TV Bureau of Advertising (TVB) and conducted by Colligent, a social affinity mapping company,
using Nielsen and Kantar Media data. It analyzed social media behaviors among 167 million Facebook and Twitter users
across 1,823 radio stations, 4,400 primetime TV programs, 570 TV stations, 358 newspapers, and 540 consumer brands.
New World Trade Center hopes to attract radio, TV tenants. For America, the topping off of One
World Trade Center on Friday was a 1,776 foot symbol of America’s resiliency. But the spire that now
sits atop the 104-story building will serve a purpose for radio and television broadcasters, as developers
hope to lure them back to the site where the twin towers stood until 9/11. The 408-foot mast, which
cost $34 million to build, weighs 758 tons and includes a broadcast antenna. The Durst Organization
will market and operate the site together with its existing broadcast facility at 4 Times Square, which
since 2001 has been used by several radio and TV stations. No radio group has said whether it will
return to the lower Manhattan site, but Spanish Broadcast System’s “Amor 93.1” WPAT-FM is the most
likely. It has been operating under special temporary authority since 2001, first from Times Square
and currently from the Empire State Building. WPAT-FM’s latest STA expires June 12. Other stations
that previously broadcast from the World Trade Center included New York Public Radio’s WNYC-FM
(93.9), which has been on the air from Times Square since 2001 and plans to move to a new transmitter site on the Empire
State Building in the coming weeks. Columbia University’s WKCR-FM (90.9) is also now broadcasting from Times Square.
Family Radio finances reportedly led to decision to sell big market FMs. Family Radio has sold FMs in New York,
Philadelphia and Washington over the past two years, pocketing $71 million. The Contra Costa Times reports it may
have had no choice, saying the religious broadcaster has seen donations plummet 70% since 2011, when founder Harold
Camping made headlines with a prediction of an end of the world. The paper says the not-for-profit took out a $30 million
bridge loan to operate while it sold off some assets. It also downsized its staff. Camping hasn’t shied away from the fact
that the organization is in a difficult financial position, telling listeners last fall it needed to sell some big stations or “go off the
air completely.” In New York and Philadelphia the company has relocated to AM stations. Family Radio currently owns 64
full-power stations and more than 100 translators. It also has seven low-power TV stations. Board member Tom Evans has
taken over operations since Camping suffered a stroke in 2011. He told the Times he’s thankful they didn’t spend all they had
before the predicted rapture date, and since then the company has made “quick changes” in operations. Some staffers say
Family Radio is in trouble, but Evans says it’s not as bad as they claim. He points out some money has even been returned
to people who gave their life savings to the broadcaster before the judgment day prediction. Evans says the biggest concern
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NEWS Monday, May 13, 2013
would be paying off debtholders if Family Radio went out of business. Camping is now 91, and Evans said the company will
continue after he’s gone, telling the paper it would “continue to operate just fine without him.”
FCC extends indecency comment period. With about 100,000 comments already filed, the FCC isn’t wanting for more
public comment on its proposal to focus indecency enforcement on the “most egregious” violations and away from fleeting
expletives. But the National Association of Broadcasters says it’ll take them and others time to read all those comments and
respond to the policy, legal and constitutional issues that are brought up. It also needs to gather input from NAB members
and determine how the rule change could impact stations and networks. The FCC thinks that’s a good reason to lengthen
the timeline by 30 days. Public comments will now be due June 19 with reply comments due by July 18. Some broadcasters
have said the fleeting expletive rules are too black-and-white and didn’t allow the FCC to consider the shades of grey that
live radio and TV situations can present. While activist groups have flooded the agency with comments on the proposal, the
public seems less upset by what it hears and sees. The number of indecency complaints dropped 19% last year after an
even larger decline a year earlier.
Huckabee hopes to continue radio show. Syndicated talk personality Mike Huckabee is rolling back some comments he
made last week to an Arkansas business newspaper about the future of his show. Huckabee earlier suggested he wasn’t
sure he wanted to stick with the routine of a daily three-hour program. But in an interview with NewsMax Huckabee says
he would like to remain on the air. “I’m hoping that we’re going to continue right on,” he said. Huckabee said he plans to
be on the air this week and “for the long term.” His Cumulus Media Networks show launched in April 2012 and now airs on
more than 200 stations.
Beyond radio, cell phone carriers may get other media to also pay up. The radio industry is being asked to commit $45
million over the next three years to get FM installed and activated on 30 million Sprint smartphones. A price to admission
is something new for radio, but with the cell phone the go-to device for millions of Americans, there are signs some media
companies may be willing to pay a toll to distribute their content on them. It would upend the argument that’s ruled the
day so far — that compelling media content is what drives consumers to buy the higher-priced data plans in the first place.
ESPN is reportedly in discussions with wireless carries about subsidizing the data plans of big sports media consumers who
eat through their data plans listening and watching play-by-play. The Wall Street Journal says the idea is ESPN content
wouldn’t count against a mobile subscriber’s monthly data cap, making the sport network’s mobile apps more attractive.
While streaming audio is growing, video is what’s eating the most bandwidth. ComScore reports 182.5 million Americans
watched 39.3 billion online content videos in March, while the number of video ad views reached an all-time high at 13.2
billion. The Journal says one large carrier told ESPN that it watched the sports network’s mobile app usage drop after users
hit their monthly data ceiling. One option apparently being discussed is sharing ESPN’s mobile advertising revenue with the
carriers. No deal appears close although the Journal says ESPN has already had talks with at least one carrier.
AP partners with spoken work audio aggregator Stitcher. Stitcher Radio and the Associated Press have partnered to bring
AP audio news to mobile listeners. The AP Mobile app now features 3-minute streaming audio updates powered by Stitcher.
The audiocasts will be available on the iOS version of AP Mobile in addition to a special partner page on Stitcher’s iOS and
Android apps. AP’s news updates will also be available on Stitcher. CEO Noah Shanok says news is the top category on
Stitcher with more than 70% of listeners accessing global news and information regularly. Among Stitcher’s content partners
are CBS Radio News, Fox News Radio and NPR.
The virtual tote bag: webcasts bring pledge-free programming to public radio. The vast majority of public radio’s
operating funds come from listeners, and four times a year stations go on the air recruiting new members. But once they’ve
made that pledge, the challenge has been keeping them from being annoyed by the pitch. Web radio has become the solution,
with several public broadcasters rolling out pledge-free streams for listeners who’ve already opened their wallet. “We’re trying
to find different ways of engaging our audience all the time with the public radio model,” says Matt Abramovitz, program
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NEWS Monday, May 13, 2013
director of “Classical 105.9 WQXR, New York. The New York Public Radio-owned station, along with news/talk KQED-FM,
San Francisco (88.5); news/talk WHYY, Philadelphia (90.9); and “Classical New England” WCRB, Boston (99.5), are now
offering the benefit to listeners. KQED was first to experiment with the idea in 2011, and other pubcasters took notice. With
small variations, each essentially works the same way: listeners who become monthly givers — sustaining members in public
radio parlance — or those who meet a certain level on a single pledge are given a special code. When
they go on the station’s website they use it to access a webcast free of any pledge drive pitches. WQXR
has been working on the project for about a year and listeners won’t get a stripped down simulcast, but an
entirely different stream. WQXR also offers specialty streams for opera, new music and a classical holiday
webcast. “Digital is where we’ve seen tremendous growth over the last few years,” Abramovitz says. “We
see a lot of people using our service on mobile phones, desktop computers, and so we’re expanding our
reach in the digital sphere.”
Public radio looks for repeat customers. The typical public radio station gets 39% of its funding from
listener donations, according to the Corporation for Public Broadcasting — a figure that’s expected to grow
in coming years. Recently there’s been a shift has away from one-off donations. “We see the model of fundraising in public
radio shifting a bit more to sustaining members who give to us on a monthly basis,” WQXR fundraising manager Amy Jaine
Wielunski says. They’re more likely to keep giving than those who make a one-time gift. Even so, PD Matt Abramovitz says
on-air membership drives remain the most efficient way to reach a large portion of their audience. “We’re still acquiring new
members every drive,” he says. “So I don’t think they’re on the way out.” KQED, San Francisco chief operating officer Donald
Derheim has said offering a pledge-free stream is a great solution for supporters, but the station is looking at other things too.
Inside Radio News Ticker…Tower jumper lands into arms of the law…A 22 year-old man who’s making a habit of jumping
off towers was arrested on Friday after he scaled a razor wire-topped fence surrounding a Columbus, OH broadcast tower.
Cops say he then climbed the 893-foot tall tower and parachuted off it, landing nearby in a corn field. James Allen Hare
was charged with trespassing. The tower is currently used as a backup site for broadcasters and cellular services. The
Columbus Dispatch says Hare claims to have climbed and jumped from 71 structures, including other towers...Soda season
has new advertiser…Soft drink advertising heats up over the summer, so why not make-at-home soda SodaStream USA
president Gerard Meyer said last week that the company is using a radio advertising campaign tied in with Mother’s Day
and Father’s Day, and it will stay on the air through the summer. But he said the company sees itself as less a part of the
summer beverage marketing blitz and more as a small appliance seller. “We enter the house that way,” Meyer explained.
So SodaStream expects to spend more on advertising around the winter holidays than the summer ones…Read the latest
People Moves HERE.
Students save college FM. There’s more proof that young adults are still not only listening to radio, but also making a career
out of it. After the Pennsylvania College of Technology announced plans to end its mass media communications major at
the end of the current semester, prospects for the school’s WPTC (88.1) looked grim. Without that major, the College said
the expense of owning a radio station didn’t make a lot of sense. But students rallied and collected signatures on petitions
and now WPTC will live on. Penn College has stuck a deal to sell WPTC (88.1) to the Williamsport Lycoming Broadcast
Foundation for $125,000. The Foundation was created to ensure that Penn College and local high school students will still
have hands-on broadcasting training in the future. It will be overseen by Williamsport broadcaster Todd Bartley, who is general
manager of Colonial Radio Group’s “ESPN Radio” affiliate WLYC (1050, 104.1). The station airs a modern rock format when
the college is in session. Starting today it goes full-time jazz for the summer.
Inside Radio Deal Digest —
Pittsburgh — Richard Mellon Scaife is selling his 70% stake in all-news KQV (1410) to the daughter and son of his longtime
business partner Robert Dickey Sr. His equity is being transferred to Cheryl Scott and Robert Dickey Jr. for $200,000 in a deal
that pegs the value of the AM at $285,000. The Dickey Family Trust owns another 20% of KQV, with Clyde Slease holding the
remaining 10% equity. Robert Dickey Sr. died in December 2011 at the age of 84. After managing the pioneering all-news
station WINS, New York for several years, he moved to Pittsburgh carrying with him the all-news format to KQV. When Taft
Broadcasting wanted to sell the station, he and Scaife bought KQV in 1982.
Stockton, CA — Robert LaRue has struck a deal to buy the Stockton-licensed translator K290AG at 105.9 FM which it tells
the FCC it plans to use to give “Classic Country 1420” KSTN an FM outlet. LaRue will pay seller Family Stations $30,000
for the signal. LaRue has also filed to change the transmitter site for the translator, which would give it better coverage of
the Stockton market.
Boise — Randal Williamson’s Treasure Valley Broadcasting files to convert its local marketing agreement for Boise market
regional Mexican “La Raza 1450” KWEI from Media Enterprises from $20,000. Treasure Valley already owns “Kool Oldies
99.5” KKOO and “Classic Country 1260” KTRP in the area.
— Read More News, Ratings, People Moves and Job Listings at www.InsideRadio.com —
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CLASSIFIEDS Monday, May 13, 2013
qual
AMERICAN URBAN RADIO NETWORKS
American Urban Radio Networks is seeking
an experienced media professional to support our
Strategic Promotions & Marketing Department in
our New York office. Candidates must have a minimum
of three years experience associated with multi-media
promotions, digital marketing and web maintenance.
Knowledge of search engine optimization a must.
Please e-mail your resume and desired salary range
to: spm@aurn.com. E.O.E.
VICE PRESIDENT OF PROGRAMMING
Beasley Broadcast Group seeks a Vice President of Programming
to oversee its portfolio of 44 stations. A knack for developing creative
campaigns and viable business opportunities that extend station onair
brands to the digital space is important, as is the ability to optimize
each station’s social media platform.
This highly qualified candidate will bring solid relationships – and an
aptitude for building new connections – with artists, labels, industry
consultants and research companies. If you fit this profile, have experience
in multiple formats and are willing to travel to Beasley’s eleven mid- and
large-size markets across the country, send resume to:
denyse@bbgi.com
10 years programming
experience preferred.
Equal Opportunity Employer
qual DIGITAL SALES MANAGER
FLORIDA
CBS Radio Tampa seeks
an experienced Digital
Sales Manager with a fresh
perspective and proven ability
to create unique ways for
advertisers to connect to their
key audiences.
Experience should include
developing/leading sales
professionals, building strong
relationships with clients,
vendors, and interactive
agencies; managing the
valuation of online inventory;
and overseeing the pre-sales,
insertion order, and ad delivery
processes.
Apply through our career center:
www.cbsradio.com. E.O.E.
STATIONS FOR SALE
Mid-Atlantic AM/FM
Combo for sale.
One hour from
Washington D.C.
Owned facilities conveyed.
Great revenue and cash flow.
Please contact:
MidAtlanticAMFM@gmail.com
PRODUCER
Major Market station is
looking for a full time
Morning Show Producer.
Great opportunity for a quick
learner that works well under
pressure. 3 years of broadcast
experience required. E.O.E.
Send cover letter and resume
in confidence to:
apply@insideradio.com
qual ADVERTISING AGENCY FRANCHISE OWNER
Boston, Worcester, Springfield, Cape Cod MA, Hartford, New Haven CT, Portsmouth,
Manchester NH, Portland ME, Charlotte, Greensboro NC, Columbia SC
Viamark Advertising, the leading advertising agency franchise company, is seeking
strategic thinkers to own and operate their own Advertising Agency. With extensive
experience in marketing and media sales management, Viamark’s founders have
developed a unique business model that allows our owners to get up and operational
quickly. We provide the resources to help our franchisees offer media buying, creative
services, ad production, and digital services to each of their clients. If you have ever
dreamed of owning your own ad agency that serves the complete needs of your clients,
Make Your Mark and contact us today. We are initially looking for qualified candidates
in the markets noted above, but will consider other markets on the East Coast.
Requirements:
• 5+ years media sales and/or management experience; or,
• 5+ years ad agency experience in account mgmt and/or business development
• Local market knowledge and contacts
• Creative and strategic thinker
• Relationship oriented, rather than transactional oriented
• Composed and capable of managing multiple tasks at once
• Positive and outgoing
• $40,000 available to invest
To learn more about Viamark,
visit viamarkfranchise.com
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