04/28

6 Reasons Your Station Should Do Perceptual Research

Perceptual research is survey-based research designed to build your brand and position it in a crowded marketplace. It's strategic in nature, unlike the strictly tactical nature of music research (knowing the right songs to play is great, but if your formula is off-base or the brand is misaligned, don't expect that listeners will pay attention). Today, perceptual research for radio brands is more important than ever because the challenges for audience attention have never been greater. Here are 6 brief reasons why your radio station should do perceptual research: 1. Perceptual … [Read more...]

04/20

You’ll Want to Hear This

The final blockbuster chapter of my 6-part podcast inspired by the making of the movie Psycho wraps up in horrifying fashion today, and I invite you to hear it. It's Inside Psycho. If you hear none of the previous chapters, please catch this final one. It charts the sorrowful decline of Alfred Hitchcock, the way he was shunned by his Hollywood peers, and the love that made it all worthwhile. It also illustrates the legacy of Psycho and wraps up with a tale that is best heard with the lights...out. This chapter is my favorite because it's the part of the story that makes the whole … [Read more...]

04/12

Radio and the End of Personalization

There is a sense of inevitable satisfaction in the idea that we can get from digital platforms exactly what we want whenever we want it, right? We lean forward with Netflix and find precisely what we want or what Netflix tells us we will like because of what we have watched previously. We want that one song from Spotify, and so we find it and listen to it. We want to create a Pandora station that sounds just like one of our favorite artists so it hews as closely as possible to that expectation. We swim in a bottomless digital lake of recommendation engines, each looking to offer us … [Read more...]

04/10

Media Unplugged: Amazon Lands NFL Streaming Rights…So What?

Amazon lands NFL streaming rights...So what? And... Should Twitter be charging? Plus, rants and raves about Netflix's new ratings system, the value of authenticity (or lack thereof) in Pepsi's aborted new campaign, and more. It’s episode 61 of Media Unplugged with branding authority Tom Asacker and media strategist Mark Ramsey. This episode is brought to you by StackAdapt,  an omnichannel digital advertising platform that helps brands accelerate customer … [Read more...]

04/05

Advertisers Can Be Their Own Worst Enemies

We had to produce some direct response ads for my podcast project (you've heard it, right?), but one of the would-be sponsors was a hard sell. You can find them advertising on many podcasts here and there (and maybe even on a certain televised annual sports event). But this kind of podcast doesn't work for them, they argued. So they'll steer clear. Our work-around solution: Create a spec spot that really illustrates the power of audio and moves the product and even has what almost zero podcast (or radio) spots have: The inherent potential to go viral. And that's exactly what my … [Read more...]

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