Tag: sales

06/29

“Radio, Advertisers are Less Interested in an Audience and More Interested in a Buyer”

Gordon Borrell has issued his latest report benchmarking local media's digital revenues. Required reading for anyone in the local media business. Yesterday I published a transcript of Part 1 and the full video interview. Today, Part 2: Whereas the emphasis in the radio industry seems to be "let's communicate the value of the Nielsen numbers, let's make the Nielsen numbers as accurate as they can be," you're suggesting that there's way too much dependence on Nielsen and the traditional revenue driven by it. Oh, absolutely, and it worries me. I think the agencies still certainly look at … [Read more...]

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...]

08/16

Radio: More Reasons Why It’s Time to Dump Nielsen’s PPM

So last week I penned a strong piece suggesting that the radio industry drop PPM. The argument was stimulated by the discovery that Nielsen households can contain up to 16 meters. For me, this was the straw that broke the proverbial camel's back. The piece sparked a firestorm and almost a thousand Facebook shares, not because my points were so salient (although I hope they were) but because there does not seem to exist a single PPM subscriber who considers themselves satisfied customers. Nielsen is evidently in the business of optimizing unhappiness. Nice work if you can get … [Read more...]

08/02

hivio 2016 – How Pandora is Changing Audio Advertising

Lizzie Widhelm is Pandora’s Senior Vice President of Ad Product Sales & Strategy where she spearheads the team that brings advertising products to life and to market. At this Q&A from hivio, the audio future festival, Lizzie talks about the evolving Pandora platform and how it's changing its sales strategy to meet the future head-on. Here are some of the questions we cover: Why is this evolution of Pandora so important? How is the new shape of Pandora likely to be different from what Spotify provides today? What is your sales strategy at Pandora? Talk about your … [Read more...]

09/22

The Amazing Advertising Impact of Podcasts – PodcastOne’s Mike Agovino

Podcasting is helping millions of listeners fall in love with audio all over again. That's from the perspective of someone who has been at the center of radio, digital, and now podcasting. Mike Agovino is Executive Vice Chairman of PodcastOne and former COO of Triton Digital - two firms at the core of the new age of digital audio. In this conversation from hivio, the audio future festival, Mark Ramsey talks with Agovino about the amazing impact of podcasting for advertisers and how, in many ways, the medium is a throwback to an earlier era of radio, dominated by compelling … [Read more...]

02/05

How to Monetize your Online Radio Streams

Last week I published a piece using actual data from actual broadcasters that argued that their brands could make more money if streaming spots were monetized separately from over-the-air spots. That is, separate inventories have greater revenue potential than one simulcast pool. So how does a radio broadcaster maximize revenue from that online-only pool of inventory? I'm going to provide some thoughts on that. Now I'll warn you: Not all of these ideas are easy and some of them will cause you to gulp hard. But the universe doesn't really care what you or I find comfortable and easy, does … [Read more...]

12/15

When Radio Advertising Goes Wrong

Over the past few weeks I have heard the story more than once: A big segment of a News/Talk show or a morning show was given over to an interview subject whose identity, content, and duration had nothing to do with what interested audiences and everything to do with what advertisers are paying for. Everybody was in on this joke - except for the audience. For them it was just crappy content. It seems quaint to reflect on the fact that advertisers once bought spots. Today, the demands are much broader, deeper, and contextual. And there's not necessarily anything wrong with that, of … [Read more...]

07/07

Why Aren’t Radio Program Directors Compensated on Top Line Revenue?

Once upon a time a radio station featured two opposing forces: The sellers who sold the ads that interrupted the content and the programmers who created the content to grow the audience that sellers interrupted. The system was built to do two things: Maximize the audience and then throw obstacles at them - spots - that blocked their ability to enjoy the content they came to the brand for in the first place. Sounds like a house of cards, doesn't it? While each side - sellers and programmers - needed the other, the success of each was also compromised by the other. As if to reinforce this … [Read more...]

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