Category: Advertising

advertising
12/18

How Radio can Compete Against Facebook

Dear Radio Brands: Are your clients including Facebook as an important part of their media strategy - not just as an inexpensive way to reach and connect with fans but as a place to spend ad dollars which might otherwise go to radio? Recent changes to Facebook's algorithm mean that a smaller-than-ever fraction of fans will see the content your clients post in their newsfeeds. The consequences of this are huge and are summarized in an excellent piece in Business2Community. As of now, only the brand's most engaged fans - the folks who interact with a publisher's posts - will get those … [Read more...]

listentochristmas
10/21

And Pandora’s Newest Client is…Radio!

Today in two conversations two separate radio stations told me how they were promoting their brand using Pandora. Yes, you heard that right. One is a Christian non-com that is pitching its Christmas programming in season - just click right through to the station! This is an incredibly elegant and (in hindsight) obvious tactic to meet the music-loving audience where they are for a unique programming proposition that's only a click away. A targeted message that, this station reports, produced more than adequate ROI. And, I might add, possibly a no-brainer for any station flipping to … [Read more...]

drowningman
10/17

28 Minutes of Commercials per Hour – on a Music Station?

So there’s this medium-sized market unmeasured by Arbitron/Nielsen. And what does a broadcaster do when the ratings company doesn’t provide the disciplining force of audience feedback? Well, here they lard up the station with an unconscionable volume of commercials, that’s what! One Hot AC in this market even features the extraordinary listener benefit (I assume that’s what they call it) of 28 minutes of spots in the hour – in middays! No, I am absolutely not kidding. So what does this mean? Many of us may not like ratings, but we have ratings to thank for saving listeners from … [Read more...]

lovethatradio
10/03

Are There Too Many Commercials on the Radio? Nope!

A friend told me how radio broadcasters at a recent conference emphasized the importance of minimizing commercial interruptions in online radio streams without mentioning the proverbial elephant in the room: What about the far worse ad clutter on good, old-fashioned terrestrial radio? Does the logic of minimizing spots in one place mean spots should, for the same reasons, be minimized in every place? Here’s my answer (and this may shock you): No. Three reasons: 1. Practical Reality On a purely practical basis, there is no way the radio industry is going to significantly trim … [Read more...]

hungergames1024
09/05

The Hunger Games You Are Not, Radio

It has been a long time since radio broadcasters had sizable ad budgets to work with - a remarkable irony since radio is, after all, in the business of investing the sizable ad budgets of its clients for what broadcasters argue is a quantifiable and worthwhile return. Since then we have relied on bowing our new brands with stunts: Events or circumstances designed to garner attention and trial that give fans more of what they are likely to want - right up until it becomes less of what they are likely to want. Take the introductory-tactic-du-jour: "10,000 songs commercial-free." We know … [Read more...]

frustration
06/30

Things I Hate about Radio Station Websites

Some folks accuse me of being too negative in some of my posts. For you, this will be your "I told you so" moment. Are you like me? Do you browse to your local radio station site only to find yourself asking the cosmic question: Why in the world did I bother to come here? As a test, and to make sure I wasn't limiting my critique to those stations in markets where the resources are less than zero, I toured the list of station websites in Los Angeles. I hear there's lots of ad revenue there, and that means lots of investment in the digital platform, right? I came, I saw, and my … [Read more...]

pandora
05/24

Is Pandora “the Greatest Media of All Time”? Q&A with Ric Militi – Part 2

Ric Militi is CEO and Creative Director of InnoVision LLC, a leading independent Southern California “anti-agency” (they don’t “buy” radio, for example, they “invest” in it), and he has strong feelings on radio’s place in the mediasphere. If you read no other part of this interview, skip to the last few paragraphs. This is Part 2 of our conversation. Find Part 1 here. Watch the video of our conversation or check out the highly abbreviated transcript below. [iframe http://player.vimeo.com/video/66261548?title=0&byline=0&portrait=0 500 281] Prefer audio? Try … [Read more...]

twitter
05/23

We Buy Ideas, Not Media – Q&A with “Anti-Agency” CEO Ric Militi – Part 1

Ric Militi is CEO and Creative Director of InnoVision LLC, a leading independent Southern California “anti-agency” (they don’t “buy” radio, for example, they “invest” in it), and he has strong feelings on radio’s place in the mediasphere. If you read no other part of this interview, skip to the last few paragraphs. This is Part 1 of our conversation. Part 2 posts tomorrow. Watch the video of our conversation or check out the highly abbreviated transcript below. [iframe http://player.vimeo.com/video/66261549?title=0&byline=0&portrait=0 500 281] Prefer audio? Try … [Read more...]

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