Category: Advertising


“You Can’t Create Desire through Advertising” – Q&A with Tom Asacker, Part 1

Tom Asacker is an advisor to major brands like Procter & Gamble, UPS, and G.E. and the author of many thoughtful and incisive books on branding and marketing. He is one of the brightest minds in any business, and his latest book is his best yet: The Business of Belief: How the World's Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe. Watch the complete Q&A or skip to Part 1 of the abbreviated transcript below. Part 2 will post tomorrow. [iframe … [Read more...]


Simulcasting Radio Spots Online? Open your Checkbook

So which is the better strategy to monetize online radio? Featuring targeted spots built for the context and platform of online radio and the consumers who expect something relevant there? Or simulcasting the same spots you run on-air online? Well we can argue about which is better from a strategic standpoint (I certainly have made my opinion known), but we can no longer argue that there aren't extra, unanticipated costs to simulcasting. Contrary to the wishful thinking among some broadcasters, it is not free to move spots over from on-air to online. And not only is there a cost, but … [Read more...]


The Game-Changing Revenue Opportunities for Online Radio

Mike Agovino is COO of Triton Digital, the company at the leading edge of audio's digital transformation and monetization. The digital audio space is changing fast, as is its relationship to advertisers. And nobody is closer to the action than Triton. So what’s new? And what does that mean for broadcasters in particular? This is the first of a two-part conversation.  Today, we focus on what's new in the digital audio monetization space and what that means for broadcasters in particular.  Tomorrow, we focus on the wisdom (or lack thereof) of simulcasting ads between over-the-air and online … [Read more...]


Check Out the Reach for Streaming Radio

When we talk about online radio, it's easy to view that as a trivial component in the average station's strategy because, for any given station, the number of folks listening to that station's stream is, while growing, comparatively small. But that's viewing the world through the broadcaster's microscope.  What does it look like through the consumer's telescope? Note, for example, this chart.  It summarizes streaming data for radio, TV, and movies: According to this source, radio's streams (yes, including Pandora et. al.) reach 40% of 18-24's, a third of 25-34's, and one out of … [Read more...]


Seth Godin says Radio’s “Asset of the Future” is…

...not clicks or likes or views - it's how many people want to hear from you tomorrow. From Seth: What all your local advertisers want is a connection to local people who want to hear from them. So your job is not to leverage FCC spectrum...your job is to find and nurture a connection with individuals in your community. If you know by zip code who wants to hear from you, and you earn the privilege of talking to the right people in the right way, there will be a line out the door of local advertisers who want to do business with you. [iframe … [Read more...]


Beware the “Commercial Cliff”

The spot load on some radio stations continues to swell.  But how much is too much?  At what point will audiences and advertisers decide to take their listening and their business, respectively, elsewhere? A cautionary tale is as close as the nearest cable box. From Broadcasting & Cable: Viacom has come under fire lately for cluttering some of its channels with extra commercials in order to make up for advertising revenue shortfalls caused by lower ratings. But one little-noticed effect of squeezing in more ads is that networks such as TV Land and Nick at Nite are actually running … [Read more...]


How to Make Local Digital Sales More Effective

Local radio is now, more than ever, in the local media business. And that means not just selling spots or selling digital ideas that live around those spots.  It also means helping your current and potential clients create better media themselves and compete more effectively in the digital space your radio brand doesn't own. But how to do that effectively and efficiently? That's where BuzzBoard comes in. BuzzBoard is a complete digital presence analysis platform that enables reps to sell smarter. Reps can use it to easily pinpoint under-performing aspects of their customers’ web … [Read more...]


TV’s Digital Lessons for Radio

Edison Research recently showcased some buyer interviews arguing, among other things, that radio’s digital-only doo-dads are less than compelling to many buyers and that what they really want is an integrated approach across platforms built around fresh ideas. So what’s best, digital-only or integrated? Don’t get lost in this “either/or” – it’s a myth. It’s all about value, folks. Good or bad, high or low. Period. I think radio buyers can only respond to what’s in front of them, and many of radio’s digital-only doo-dads are not exceptional enough to capture their attention or … [Read more...]

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