Tag: radio

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...]

06/22

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...]

06/21

Audio Advertisers: It’s Time To Make Spots Much Shorter

This was the headline: "Fox adopting YouTube's Six Second Ad Format.""This is the first time that a broadcast television company has committed to the ad format, which YouTube introduced last year," the companies said.That means Fox TV will be airing six second spots across its platforms, including linear television.And don't think that this trend will stop there, folks.At my hivio event last year I presented research which explicitly tested what consumers - listeners - wanted to hear from ad-supported audio platforms (you can watch the whole presentation here). We didn't test … [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...]

06/14

Media Unplugged: Will the Curtain Come Down on Movie Theaters?

Will the curtain come down on movie theaters?And...The New York Times can't save the newspaper industry.Plus, rants and raves about why bad movies fail at the box office: It's the critics' fault, of course, the NFL's peculiar standards on what brands can and can't advertise during games, and why being a ghost writer for a YouTube star is the hot new career choice.It’s episode 65 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 … [Read more...]

05/30

Will There Be A Netflix Of Podcasts?

What upfronts reveal about the TV business.And...Will there be a Netflix of Podcasts?Plus, rants and raves about the return of Biz Stone to Twitter and what happens when your date texts during a movie and the Justice System intercedes.It’s episode 64 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 acquisition.Listen as we go inside media to reveal the ugly truth!Click the play button … [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...]

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