Radio Evangelist

Thoughts of a Evangelist for Radio in all its forms

Posts Tagged ‘radio advertising’

Interview with Ernest H. Clay of ARB

Posted by Steve on April 4, 2009

I found an archived interview of Ernest H. Clay of ARB, circa 1960, on the subject of TV ratings as they stood at the time. Very informative and many of the questions raised are the same that we hear today. Listen here.

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Nielsen, Arbitron and the upcoming battle

Posted by Steve on March 20, 2009

Does Nielsen really care about measuring radio in just small and medium markets? The big prize is – and always has been – measuring radio in major markets and nationwide, using meter technology. This is where they are going.

In an article on March 19th in Tom Taylor’s Radio-Info, Tom said:

“What kind of electronic measurement is Nielsen thinking about, for radio?

One research-industry veteran tells me “look, the competition with Arbitron will keep everybody on their toes. But they’re not doing this just to rate 51 small markets for Cumulus and Clear Channel. And they must know that when they look at the bigger markets that have the Arbitron meter, they’re not going to be able to break in there with a diary.” He figures “they must be working on something electronic” to counter the Arbitron PPM. more…

Nielsen has had a portable media measurement device in the field for several years now. It is the “Go Meter,” and has a similar technological design to Arbitron’s PPM device.

Here’s a photo of the “Go Meter:”

Nielsen could use a national rollout of the Go Meter and have the radio service subsidized by the TV service. It certainly will help economies of scale to be able to spread the cost of a national roll-out across multiple media. And, remember, Nielsen is also very interested in streaming video and audio measurement. So, they have a lot of ways to monetize the deployment of this system.

My view, radical though it may seem, is that the sticker diary program announced by Nielsen and Cumulus is a straw horse for deployment of Go Meters in the Cumulus markets in preparation for an all-out attack on Arbitron’s PPM strongholds in the top markets. Nielsen has a bottom-up strategy versus Arbitron’s top-down strategy.

Will this be a “slam-dunk” for Nielsen? No – because the new management team being formed at Arbitron, led by Michael Skarzynski, undoubtedly sees this coming.

This will be a tremendously interesting battle.

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Guy Kawasaki, Robert Scoble and more at Radio Ink’s Convergence 2009

Posted by Steve on February 24, 2009

Convergence 2009 took place 2 weeks ago in San Jose. This is Eric Rhodes’ second gathering of folks who are working to bring radio across the chasm of convergence. Unfortunately, I (and many others, I am sure) couldn’t make trip this year – but Eric has posted some video of the event on YouTube. To make it easier to access, here’s what he has posted so far:

Opening Presentation (A twist on the rather viral “Did You Know?” meme)

Convergence – Day 1

Convergence – Day 2

Robert Scoble eating lunch

Obviously, these are just tidbits of the entire program. I can’t wait for Eric to post more complete versions of some of the sessions so that those of us who were unable to travel to San Jose this year can learn from his great work.

Thanks, Eric and team for putting on this great conference!

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Radio is the thing…

Posted by Steve on February 19, 2009

Caroline Krediet, Planning Director at TAXI-NYC, a brand agency, wrote a piece for MediaPost that sounds heretical for the typical media pundit in 2009. Here’s a quote:

There it is: Clinically proven to be entertaining and economical, innovative democratic and about as underleveraged as a medium can be in our frenzied multichannel universe. I may be in the minority on this one, but I do think that in today’s economy, radio affords some of the juiciest creative opportunities, at a bargain price. A radio revival could be just the thing to beat the recession blues.

She covers a wide range of rationale in her piece, but it all revolves around the unique engagement that the audio medium has with the listener. It’s vital to note that she isn’t just talking about terrestrial radio; she correctly points out that all forms of radio – streaming, satellite, podcasting and terrestrial – have this unique property. Check out the article here.


Posted in HD Radio, Podcasts, Radio, streaming | Tagged: , , , , | Leave a Comment »

No Free Lunch

Posted by Steve on January 23, 2009

lochober.jpg

An article on Boston.com, the Boston Globe’s web presence, today discusses the abandonment of lunch service hours at Locke-Ober, a venerable institution in downtown Boston.

As you scan the article, look for what’s missing as associated content.

Figure it out? No? Then, you need some remedial work in marketing 101.

What is missing is ads for lunch options around the neighborhood of Locke-Ober! Now, Boston.com is one of the original newspaper-owned websites and they do a tremendous job with their content. But – if the Globe is going to survive, they need some creative advertising sales efforts.

You can be assured that if you were reading this article on a Google-run site, you would see three our four ads with links to local restaurants.

So – how does this connect to radio? Well, imagine if you had the ability to be airing a local news story on your station about this subject and an ad (with a link that the user could type into their iPhone) appeared on the dial of the radio for a substitute restaurant. This ad simultaneously runs in the audio player for your internet stream, where it’s clickable. Plus, a link goes out to Twitter.

Impossible, you say? Not so – it’s very do-able today, with technology from companies like Broadcast Electronics and their “The Radio Experience” product line. They call it “Messagecasting” and it can be up and running in a radio station in just a few days.

This is the kind of thinking that all media outlets will need to embrace. Think synergy between your content (whether news stories, music, whatever), your listeners and advertisers. Think of ways to make the advertising accountable. Think of ways to not insult your audience with poor execution.

It is clear that the platform we will see emerge is a hybrid of “broadcast,” web-based (I really want to say IP-delivered) and tangible media (as an example, scaled down newspapers). Local media entities will become a synergy of these parts. Each entity will have its own personality (“stationality”) focused on it’s rather narrowly targeted market. Because of the interaction between the components of the platform, advertising results will become more accountable. The successful local media entities will not be focused on just one or two media types (i.e., written word and video or video and audio) but will cover all media types equally well. Why? Because each one has its advantage for certain users in certain situations.

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