Tag: mark ramsey media

06/28

“Radio is Shrinking, Give the Advertisers What They Want”

Gordon Borrell has issued his latest report benchmarking local media's digital revenues, and it's another eye-opener. Here's my full conversation with Gordon about this report, the consequences for the radio industry, and what radio can learn from it. Part 1 publishes today, Part 2 tomorrow. What's the biggest way this report is different from your previous reports? I think after 15 years, basically, of doing these reports, you really either see a pattern or you're stupid. And the pattern is that the gorge between those who get it and those who don't. We see a gorge widening … [Read more...]

06/26

Media Unplugged: Should You Buy Followers and Likes on Social Media?

Should you buy followers and likes on social media? And... How to profit from the spoils of streaming? Just ask The Weeknd. Plus, rants and raves about the couple who learns to survive without food (?) and a long-overdue update on news from wax museums around the world. It sounds better than it looks, folks. Just like the idea of a wax museum itself. It’s episode 66 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 … [Read more...]

06/22

Access To Your Radio Station Is Not Enough

This one is going to upset some of you, so get ready.... Recently I did some research where listeners were asked what platforms they listened to and where they listened to them. One respondent, a 40’ish woman with a teenaged son, indicated that her son would never listen radio “because he’s always wearing those headphones attached to his mobile phone.” At first, I couldn’t understand why she viewed this as an obstacle to listening to radio, since radio can run through those same mobile phones and into those same headphones, thanks to streaming. It can, but that’s not how this consumer … [Read more...]

06/16

Let’s Face It: Your Advertising Sucks

So I'm reading a headline predicting a 4% decline in radio advertising over the next year and another 4% decline the year after. Meanwhile we are constantly reminded about clients pushing for lower rates or for tech-enabled solutions which risk commoditizing radio altogether. The solution? Well, remove ownership caps, of course. That way we can buy more stations, cut more people, and provide a greater fraction of less value for fewer clients with, at least, less competition. Meanwhile, would you believe that some segments of the advertising universe are thriving? Not because they think … [Read more...]

05/02

This Is How Long Your Podcast Should Be

At NAB, Rob Walch, VP at Libsyn (and a very smart guy) attempted to debunk the "myth" that shorter-length podcasts are more popular than long-form shows. And he did it by sharing Libsyn data indicating that "84% of podcasts with more than 100,000 downloads were more than 51 minutes long while just 9.9% were less than 30 minutes." By contrast, tons of largely attitudinal research has shown that listeners want shorter rather than longer shows, and the length of a show is one of the obstacles to its consumption. So what's the truth? And can you argue with actual data? Of course you … [Read more...]

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...]

04/05

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...]

03/17

Inside the Exploding Business of Podcasting

Sure, it's smaller than radio. But it's growing. And revenue is growing fast. I'm talking about podcasting. And one of the hot new companies native to the space is Wondery, an audio on-demand company that just celebrated its first anniversary. It's also the company I'm working with on my new series, Inside Psycho. Hernan Lopez is the CEO/Founder of Wondery. Listen to our conversation and you'll learn a lot about the space and its development. Hear how the business of podcasting is growing and what's ahead for the category. Hear how Wondery creates content with "immersive audio" … [Read more...]

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