ARE YOU READY FOR THE HOLIDAYS? Chuck Geiger

Halloween is now the official start of the holiday season. How can we corner AC as the holiday’s music favorite? We will never play as broad a holiday music mix as AC, but there are some tricks you can use to bolster your holiday image.

1.) Community leaders, local celebrities, artists, listeners, air staff and military holiday greetings.

2.) Non format songs: i.e. BOB AND DOUG, CHEECH AND CHONG, TRANS-SIBERIAN ORCEHSTRA.

3.) Non-stop holiday music from 7p-Mid called CHRISTMAS WRAPPING - "Country Holiday favorites to wrap presents too." Boost 7p-Mid 25-54 during Nov-Dec.

4.) Begin recording church choirs and concerts to use a part of Christmas programming closer to Dec. 25th KYNG did this in Dallas in the 90's and it was awesome.

5.) 12 Days of Cat/Wolf/Kicks Country Christmas with a holiday songs from Kenny Chesney, Martina McBride, George Strait and Rascal Flatts featured at work 9a-5p. Contest tie-in too. Could be the Country cash song of the day, 12 Days Prize Packs, etc.

6.) Military greetings from Air Force for your area, contact Jay Turner at KSNI Santa Maria for the FTP site for these and your area.

7.) Brand the station and the season: THE CHRISTMAS CAT, MERRY-KISSMAS, A WONDERFUL WOLF WONDERLAND, KICKS CHRISTMAS.

8.) Only play Christmas powers - Talk to you consultant or MEDIABASE for the list. Only use secondary songs on Christmas Eve and Christmas Day.

9.) Morning show should be playing in afternoon drive with holiday music on Christmas Eve. Talking about what Christmas was like when they were kids and now with their kids.

10.) All breaks getting close to Christmas should have holiday music beds. Vince Guaraldi, Manheim Steamroller, etc.

11.) On Christmas Eve at 8p, 9p, 10p and 11p - Do a SANTA WATCH FROM THE WOLF. Morning show tracks Santa via the WOLRD WIDE WOLF tracking system in the North Pole. Give up-dates on Santa's progress from the North Pole to your market.

12.) On Christmas - Shift to New Years Eve imaging - Year In Your Ear 2009 Countdown and party music to raise the barn on NYE. Details soon on that.

12 Days of Christmas and 12 ideas to get your sound ready for the holidays.

TRICK or TWEET: Social Media Myth-busting from @jessicanorthey

Resistance to social media is pointless. Millions of people can’t be wrong and if you are not participating it is easy to see that you are missing out. Your competitors are there. Your customers are there. If you’re not there…you’re getting tricked!

There are many myths that surround social media and here are just a few:

MYTH: Social media is free.

 BUSTED: The majority of the tools are free so why should you pay for a Social Media Consultant? Just like an advertising agency or a web designer, you pay for the time and knowledge someone else has at promotion, branding and content. Unfortunately, many companies don’t want to pay for a social media plan.  This is a big mistake, “We need to be on Twitter or Facebook” is not a plan, it is a statement. It’s not just a matter of setting up your accounts it takes times effort and resources to do it well. The effort up front with an organized and effective social media optimization plan will be a huge internal timesaver in the long-run. Remember, just because something seems free doesn’t mean it won’t cost you!

 MYTH: Anyone can do it.
BUSTED: This is the biggest Social Media Myth out there if you ask me.  My ten year old cousin knows how to drive a car so I dare you to hand the kid your keys. Hey, that new promo guy has a ton of friends on Myspace so let’s have him do our Twitter and Facebook Fan Page. This goes back to the first myth. Those who don’t understand how social media works, assume it’s easy. The, ‘if you build it, they will come” mentality is what I call this. Fast-forward a month later when you only have 122 friends and fans and then you assume social media doesn’t work.

MYTH: Social Media is a CURE
BUSTED: Social Media is fantastic for online reputation management but it is not a Cure-All.  The problems you have with your product or service will not be solved with social media marketing.   Honestly, Social Media is not glamorous. It takes time and involves discipline. You can compare it to being a vendor at a trade show or bridal fair. You would consider what your display looks like, who will be manning your booth, what they are wearing and how they represent you, what content will be available at your booth, what impression do you want to leave visitors about your product or service, then think long term.

MYTH: Social Media is a waste of time
BUSTED: I love this tweet from Avinash Kaushik “Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.“  There are great analytical programs for Twitter and Facebook. You can track, monitor and measure social media activity, and many are free.  Every day new social media analytics tools are created to measure your Social Media participation with amazing insight about what’s happening within the Social Media World and how that affects you.

 I don’t claim to know everything but have over 19 years experience marketing, selling, promoting and advertising.  I have worked on hundreds of successful Traditional Media campaigns and dozens of Social Media campaigns.  I personally benefit tremendously from managing my own Social Media brand.  I am meeting the goals and disciplines I set for myself regarding Social Media.  I can tell you that I have never asked a client to do something that I have not personally done.  Again, I assure you there is not a ‘one-size-fits-all’ answer when it comes to Social Media. You will benefit from someone who listens to your needs, analyzes them and gives you clear, definitive direction. This is why it is important to consult with someone who has a proven track record of success when dealing with Social Media. The best advice I can offer is that you observe someone who represents themselves as a Social Media expert.  If you decide that they do what they say they will do and have what you want, then ask for help.  If I can be of assistance to guide, consult or answer questions I am always willing to be of service.  I know that all of this is confusing but it definitely doesn’t have to be a trick!

On a side note…I am going to be on Tucson radio station KVOI tomorrow (Sat 10/31) from 12-1p MST or Arizona time.  The program is called “Taking Care of Business” with Jeff Jones & Hawkeye Richardson. We will be discussing how small businesses can effectively use social media to communicate with customers, create new sales, and service customers. You can listen online at  http://bit.ly/1nwnwp

HAPPY HALLOTWEET!

Jessica is the Social Media Editor for Full Throttle Country-Country Radio's newest full-service and free interactive idea sharing and new media on-line service. She has over 19 years experience including Radio, Television, Internet and Print Sales as well as an On-Air Radio personality.  She is an Entrepreneur who owns MediaJess.com servicing all website needs including domain names, hosting, SSL Certificates etc. She specializes in big ideas and is known for the ability to create complete marketing campaigns and bridge marketing partnerships. Her company Finger Candy provides social and new media optimization planning for businesses, brands and individuals.
You can also read her blog, “Observations from the Peanut Gallery” at  http://www.imwithjessica.com/

REACH OUT AND TOUCH SOMEBODY Chuck Geiger

Country stations need to talk to the audience more often than Rock or AC. How long should you go without the talent talking in a music sweep? The school of though is no more than 2 songs and a good rule of thumb is make a connection at least twice in a quarter hour. No connection is made when you hear several sweepers and jingles in a row and talent breaks. In non-live or VT hours, this can be shored up with imaging based on the day part. On Sundays: COUNTRY FOR THE RIDE TO CHURCH AND BACK ON FM 101.5.

Country radio and the life group is built on the conversation model, like a coffee shop or bar, more like two women visiting and talking over the fence to each other while hanging laundry. Paul Wilson at Clear Channel Fresno came up with that one a few years ago. The conversation model for CHR is a mall, Rock is a strip club or bike rally, AC is a PTA meeting and so forth. We have never seen a successful syndicated morning show in Country – Why? – Bob Glasco of Glasco Media says the reason these shows don’t work in Country, Country is the most current adult format, the audience is more tuned into the station and the music as a whole and when the morning show doesn’t represent the station, where the rest of the talent is live and local it’s not a match.

If the talent is developed enough just to put “talent break” on the log, that will suffice, but if you have a younger coach able staff, you might try outlining what goes in each of those breaks, but don’t dictate or make them read liners – Connection with the audience every time. Might be a contest liner in their own words, social media/web site liner, music fact or artist connection, you can spread it around and make sure it happened twice in every quarter hour.

WEDNESDAY MORNING MEETING FOR OCTOBER 28, 2009

Introducing the new R&R is back:  The sandbox redefined

First and foremost, Bob Glasco's posting on Full Throttle Country yesterday was sensational.  If you're a GM or a PD in search of a consultant, I'd strongly suggest speaking with Bob--regardless of format.  Bob has hit the nail on the head:  Today's radio game is all about the "R" word: revenue.  But, I'd like to introduce another "R" word into the conversation: results.  From the agency perspective, I couldn't agree more with Bob's assessment of "R" revenue--it is the engine that drives our creative economy, but "R" results are just as critical to the agency and the client.  

Today, agencies too, are feeling the pressure.  Clients demand results and we must deliver.  This means we're now demanding more from stations just to be considered on a buy.  With so much on the line, I'm finding that I won't even speak to certain market-leading stations whose PD won't consider a clever promotion, remote, or product placement.  I'm also avoiding working with stations whose sellers will only sell inventory, not ideas or results.  I'd rather work with a flexible station with softer ratings, than the market leader who won't budge. After all, it is a frequency game, isn't it?  By all means, don't interpret this plea as an excuse to junk up your airwaves with clutter.  Stick to your brand because it's the reason why we've decided to buy you in the first place--just be willing to have a conversation.

Most creative sales rep award of October:  Sandy Speigel of WFMT-FM/Chicago. Sandy did her homework, saw an opportunity for one of our clients with an artist, and pitched a sensational NTR opportunity.  The idea was true to WFMT's brand and the client's brand--and would certainly yield measurable results.  Gold star for you, Ms. Spiegel!

Biggest blunder of '09:  Rep from Boston badgering me to fill her inventory of network sports programming (dominant M18-49).  (The buy was against older women with a high HHI).  What kind of results would that buy yield?

R&R:  Revenue & Results is the name of the game in 2010.

As always, I welcome your thoughts.  Please e-mail me: bknight@harrison-edwardspr.com or follow me on Twitter @BobKnightAdMan 

Next week:  Helping the agency to visualize the listener

Bob Knight is Vice President, Advertising and Digital Media with Harrison Edwards PR & Marketing in New York and oversees the company’s advertising and HEdigital divisions, which include podcasting, webcasting, blogging; and print, electronic, and broadcast advertising and media buying. Prior to joining Harrison Edwards in 2005, Bob worked for some of the nation’s largest broadcasting companies, successfully developing progr

GENERATION R (REVENUE) Bob Glasco

Radio programming consultants as a rule usually talk about how to get better ratings.  However, this consultancy was founded on the idea that we should also offer our creative services to a client’s sales effort.

With that in mind, here are three more revenue-generating ideas you can institute at no or little cost.

Number One:

Sell block sponsorships. It can be as little as an hour and as much as a day.

For instance, consider the impact a client desiring to reach people at work would have if they “owned” your station for all or part of your nine to five programming.

You could offer it to one or two clients at a time, provided that they are non-competing clients. They would  get all the spot avails plus special IDs and live talent credits.

Ideally they would use the spot time to do vignettes. These stories could be tips on how to do anything that involves using their product(s).

If they insist on spots you must insist on producing enough messages in different formats so as not to cause fatigue among the listeners.

Because only one or two clients are involved you should be able to up the music count in these hours with credit going to the client for presenting more music to the listener.

Number Two:

Along this same line, sell your streaming in blocks. Again, the best use of this tactic would be to produce vignettes instead of spots.

Besides tips on product use the vignettes could take the form of chapters in a story that includes the client and their product that starts and ends within the block. Or, it could just be an interesting story “brought to you by” the client.

If you’re concerned about your staff’s ability to produce copy for this type of approach consider hiring a freelance writer. For a couple of hundred dollars you can have all you need for the project. Google “freelance writer” and you should be able to find a person who fits your needs.  When I did I got 1,250,000 hits!

Number Three:

Remotes have long been used by Radio, and sold at a premium price, as well as by clients to enhance their presence on a Radio station’s air.

In most cases a client will buy the station’s package of pre-remote spots and promos and the two or three hour on-site remote with the talent doing live cut-ins from the “event.”

What if your station had more than one remote package for sale?

Are their clients in your market that can’t afford either more “remotes” or your full package, but would like the benefits that come with a remote?

Consider breaking your remote broadcast package into three levels.

Level One: The full package. You know the drill on this one. You already have it in place. Just make sure there is enough value to set it apart from the other two levels and allow you to add a significant up-charge for it.

Level Two: This package contains almost everything Level One has except there is no talent on site. Again, make sure there are enough “extras” in your full package besides the talent to make it clearly better. The spots are pre-recorded as live. Promotion department staff members are on site to insure any premiums for listeners who attend the remote are handled properly.

Level Three: This is an appearance package. Spots run before and during a talent’s appearance at the retailer’s store. While there the talent will hand out gifts and do all the things they usually do at a full-blown remote with the exception of the cut-ins.

All three benefit the station by allowing it to premium price commercial avails, and the client by enhancing their presence on the Radio station. It’s a win-win.

Questions? Comments? Please call or e-mail anytime!

 Bob Glasco

bob@glascomeda.com

480-488-0903

Why is this patty cold? Chuck Geiger

Everyone that knows me, knows I love the sizzle with the meat. Boring, mundane and pleasant radio makes for no real impact or sense of feeling with the user and the staff. Maybe we lack sizzle and the patty is cold because we don't know how to heat it up. Are the staff of radio stations becoming droids to the process because no one at the top is inciting active and pedal to the metal radio?

When we all begin to talk about it, maybe people will pay attention. Bob Raleigh and Jaye Albright are talking about it - Bob Glasco makes a living on talking about - We need to a temendous call to action to implement a way to make Country radio loud and proud. Doing this despite the economic troubles that prevail. I'm getting to the point where it's reaching critical mass. I can't keep talking about it forever with little to no movement on the subject.

I will tell you what's going to happen and you can take this to the bank: When the economic rebound that is starting moves into full swing, radio executives are going to be all over programming about why these radio stations sound so boring and vanilla. They can't rebound financially and make the month with poor products for these clients. Make it a resolution for the New Year to being the sonic and stationality level of your product up to 212 degrees (when water boils).

FTC SAFE LIST FOR 10-25-09

Rank LW Rank TW Artist Title Label WUBL-FM Category
2 1 ZAC BROWN BAND Toes Atlantic/HomeGrown/BigPic POWER
5 2 BRAD PAISLEY Welcome To The Future Arista POWER
3 3 KEITH URBAN Only You Can Love Me This Way Capitol Nashville POWER
1 4 CHRIS YOUNG Gettin' You Home (The Black..) RCA POWER
6 5 CARRIE UNDERWOOD Cowboy Casanova 19/Arista POWER
4 6 TOBY KEITH American Ride Show Dog POWER
7 7 LADY ANTEBELLUM Need You Now Capitol Nashville POWER
12 8 LUKE BRYAN Do I Capitol Nashville MEDIUM
13 9 TAYLOR SWIFT Fifteen Big Machine MEDIUM
14 10 CRAIG MORGAN Bonfire BNA MEDIUM
9 11 LOVE AND THEFT Runaway Carolwood MEDIUM
10 12 KENNY CHESNEY I'm Alive w/Dave Matthews BNA MEDIUM
8 13 JASON ALDEAN Big Green Tractor BBR STAY
16 14 REBA Consider Me Gone Starstruck/Valory MEDIUM
17 15 DIERKS BENTLEY I Wanna Make You Close Your... Capitol Nashville MEDIUM
15 16 JUSTIN MOORE Small Town USA Valory STAY
18 17 DAVID NAIL Red Light MCA MEDIUM
19 18 BROOKS & DUNN Honky Tonk Stomp Arista MEDIUM
21 19 DARIUS RUCKER Alright Capitol Nashville STAY
22 20 TRACE ADKINS All I Ask For Anymore Capitol Nashville LIGHT
23 21 TIM MCGRAW Southern Voice Curb LIGHT
20 22 BILLY CURRINGTON People Are Crazy Mercury STAY
11 23 DARRYL WORLEY Sounds Like Life To Me Stroudavarious STAY
27 24 DARIUS RUCKER History In The Making Capitol Nashville LIGHT
24 25 MARTINA MCBRIDE I Just Call You Mine RCA LIGHT
35 26 MIRANDA LAMBERT White Liar Columbia Nashville LIGHT
33 27 RASCAL FLATTS Why Lyric Street LIGHT
28 28 TAYLOR SWIFT You Belong With Me Big Machine/Uni Republic STAY
26 29 ZAC BROWN BAND Whatever It Is Atlantic/HomeGrown/BigPic STAY
25 30 RANDY HOUSER Boots On Universal South STAY
34 31 JAKE OWEN Eight Second Ride RCA LIGHT
29 32 DIERKS BENTLEY Sideways Capitol Nashville REC
32 33 BRAD PAISLEY Then Arista REC
41 34 JASON MICHAEL CARROLL Hurry Home Arista LIGHT
57 35 GEORGE STRAIT Twang MCA Nashville LIGHT
31 36 LADY ANTEBELLUM I Run To You Capitol Nashville/Capitol REC
37 37 JASON ALDEAN She's Country BBR REC
47 38 JASON ALDEAN The Truth BBR LIGHT
30 39 BLAKE SHELTON I'll Just Hold On Warner Bros. REC
40 40 KEITH URBAN Kiss A Girl Capitol Nashville/Capitol REC
38 41 SUGARLAND It Happens Mercury REC
42 42 KENNY CHESNEY Out Last Night BNA REC
39 43 GEORGE STRAIT Living For The Night MCA Nashville REC
46 44 BILLY CURRINGTON That's How Country Boys Roll Mercury LIGHT
36 45 ERIC CHURCH Love Your Love The Most Capitol Nashville REC
43 46 ZAC BROWN BAND Chicken Fried Atlantic/HomeGrown/BigPic REC
51 47 JOSH TURNER Why Don't We Just Dance MCA LIGHT OPT
53 48 SARAH BUXTON Outside My Window Lyric Street LIGHT OPT
49 49 RODNEY ATKINS It's America Curb REC
45 50 GLORIANA Wild At Heart Emblem/Reprise REC
52 51 KELLIE PICKLER Best Days Of Your Life BNA REC
44 52 RASCAL FLATTS Summer Nights Lyric Street REC

THE ULTIMATE CHRISTMAS PROMOTION Chuck Geiger

We ponder every year about this time, what we will do for the holidays? When I first danced with Country radio, while working part time at KPLX Dallas during December 1993, I was introduced to an awesome promotion, THE 24 HOUR LIVE TOY DRIVE. It ran in December several weeks before Christmas and tied the USMC Toys For Tots campaign into all Target stores for a 24 hour, two-day toy drive. Brad Chambers who was the PD and faclitator of the drive made sense when he said "In most markets, the Marines put the barrels in stores and they have nothing in them but trash". You raise the awarness if you take The Marines, the listeners and a high volume department store and tie them together.

1997 - Allentown, I want to do this for WCTO and they tell me we can't, that the Marines are using the local CHR WAEB-FM B-104. (Please don't tell me something can't get done - This is where I developed my "get it done" style) In 1998 I worked with our promotions director to develop a relationship with The Salvation Army and we began our 24 HOUR TOY DRIVE LIVE at a local Wal-Mart. It ran from 5p Friday to 5p Sunday on a holiday weekend. Jocks were on in double shifts around the clock, all of the imaging highlighted the drive and results were amazing. This went on for 6 more years. When they sold it to Toys R' Us and moved it, the numbers were down. It has to be done at Wal-Mart or multiple Wal-Mart locations. The last several years we were able to secure the USMC Toys For Tots and The Salvation Army.

I moved onto Wichita and Dan Holiday has been doing it right all along. He would spend the duration of the time it took to raise the yearly amount in toys (16 years - 16,000 toys). He has artists and other members of the air staff take to the roof of the Wal-Mart with him and it was a major Wichita event. When Dan left for KFKF Kansas City, we kept it going with the morning show. We had a local school that donated thousands of toys that the students gathered over the year. The Wichita Fire Department lead a motorcade with the trucks and busses filled with students and toys to the event - What a visual. They still continue the drive today at multiple locations.

This is one promotion I strongly believe we need to keep going. Here in Fresno the Marines are already collecting toys, in this economy we can't forget the unfortunate families. The stories the talent told on the air about friends and family going through hard times, is the life group connection that makes Country radio the best format in radio.

GOOGLE WAVE-Alpha Class 2009 by Jessica Northey

Google Wave is one of the most-hyped product launches in recent history! I have been trying it out for a little more than a week now.

Early reactions have been less than anticipated and some of the well known tech bloggers aren't sure if they like it. Robert Scoble reports, “Google Wave was oversold as something you’d use with the public, or at least with large groups of friends, like you use Twitter, email, or Facebook. No. Using it that way is an attention dump and will kill your productivity. Google Wave is actually closer to IM. Great with your very close friends or very active coworkers but horrid for nearly everyone else.”

My reactions are mixed at this point but I see the ability.  Like GMAIL it is very plain to look at. And a lot like Twitter it will dependent on the applications built for its use. I have been watching the API interfaces as they are hatched and there are some great extensions/applications being built around the Wave for use with other Social Media Platforms, Mobile phones, email etc.  If you have gmail you can check out the list of proposed and working extensions: http://sites.google.com/site/gwaveextensions/extensions-list 

Do I think that this lack of initial oomph spells disaster…heck no…this is Google we are talking about…and this is just the Alpha test, not even the Beta!

In the meantime as a business person who functions out of a satellite office I see the abilities it has for live conferencing/brainstorming. I just pray that they add a spell check function. It is live and you can see as other people are typing. It might also need an emotional pause button. Imagine venting ‘out loud’ and not necessarily what you might say or share with the world.

Initial Functionality of Google Wave
Organizing events
Keep single copy of ideas, suggested itinerary, menu and RSVPs, rather than using many different tools. Use gadgets to add weather, maps and more to the event.

Meeting notes
Prepare a meeting agenda together, share the burden of taking notes and record decisions so you all leave on the same page (we call it being on the same wave). Team members can follow the minutes in real time, or review the history using Playback. The conversation can continue in the wave long after the meeting is over.

Group reports and writing projects
Collaborative and work in real time to draft content, discuss and solicit feedback all in one place rather than sending email attachments and creating multiple copies that get out of sync.

Brainstorming
Bring lots of people into a wave to brainstorm - live concurrent editing makes the quantity of ideas grow quickly! It is easy to add rich content like videos, images, URLs or even links to other waves. Discussion ensues. Etiquettes form. Then work together to distill down the good ideas.

Photo sharing

Drag and drop photos from your desktop into a wave. Share with others. Use the slideshow viewer. Everyone on the wave can add their photos, too. It is easy to make a group photo album in Google Wave.

Google Wave in action—have a look yourself…I spared you the original hour plus video that Google put out!

http://www.youtube.com/watch?v=xBzuuWZPaXc&feature=channel

I should have another round of invitations coming soon (limited amount). Let me know if you are interested in ‘Waving’ with me and I will nominate you. You need to have a GMAIL account and it functions best with Google Chrome!

In the meantime I say that Twitter is still, the NEW Twitter ;)

Jessica is the Social Media Editor for Full Throttle Country-Country Radio's newest full-service and free interactive idea sharing and new media on-line service. She has over 19 years experience including Radio, Television, Internet and Print Sales as well as an On-Air Radio personality. She is an Entrepreneur who owns MediaJess.com servicing all website needs including domain names, hosting, SSL Certificates etc. She specializes in big ideas and is known for the ability to create complete marketing campaigns and bridge marketing partnerships. Her company Finger Candy provides social and new media optimization planning for businesses, brands and individuals.
You can also read her blog, “Observations from the Peanut Gallery” at http://www.imwithjessica.com/

Where does your station fit in the cluster and market? Chuck Geiger

I have been working on a project for a mid-size broadcast group for one of their clusters and specifically, one of their Country stations. The cluster format matrix is an important tool to help you figure out for management and ownership, where the station fits in relationship to it’s target, it’s accomplishments ratings-wise and it’s duplication with other stations in the market and cluster.

You find out some interesting findings; are you OK with marginal ratings if there are sales being posted? You find out where you compare with the competitive make-up of the market in your prospective format, are you targeting the right demo and cell and hitting those numbers? The real strength, weaknesses, opportunities and threats come from these findings.

You also find out what the life group make up is of the market. The one I’m working on points to a Country, Rock and CHR/Hot AC make-up. Meaning the men and women are listening to three formats. You see what you target and what you really do. You have to be within 2-3 shares of your competitor to really be hitting stride in the matrix. If you see the competitor has an 8 share 25-54 and you have a 3 and this has gone on for some time, you have a problem Duh!

THE CLUSTER FORMAT MATRIX (EXAMPLE)

CALLS -FORMAT- OWNER- TARGET- DUP- SUMMER 09- NOTES:

WAAA COUNTRY MIDAMERICA 25-54 P WXXX 6.7 #4 25-54
WXXX COUNTRY JOHNSON 25-54 P WAAA 8.4 #1 25-54

You need to complete the matrix for the entire competitive make up of the market; Country, Rock, AC/Hot AC, N/T, Classic Rock/Hits, Urban/Latino, CHR etc.

Wednesday Morning Meeting for October 21, 2009: Bobby Knight

Wednesday Morning Meeting for October 21, 2009:

The agency’s love/hate relationship with the PPM

Seems like everyone is weighing in these days on Arbitron’s PPM. The pager-like ratings sampler is being talked about in the halls of the FCC, whispered wildly in congress, and being investigated by several Attorneys General. Mainstream radio loves it; minority broadcasters loathe it. So, what’s the deal with the PPM? From the agency perspective, the reactions have been mostly positive, but certainly mixed.

Positives:

· The PPM confirms the intuition of many great programmers, ad execs, and experienced media buyers: great content and less clutter count.

· The PPM’s exact feedback pushes programming and talent to generate more compelling content

· Just because you turn 35 doesn’t mean that you’re listening to Ambrosia records on repeat. CHR’s appeal is broad. So is the appeal of Country stations that package their product properly to suit the marketplace

· Proof positive that afternoon drive commands massive cume but costs significantly less than mornings

Negatives:

· Buying in a HDHA or HDBA market? The sample size of minority listeners is way too small. Thanks to tiny samples, Wendy Williams zipped her lips, played more music, and moved to television. Radio lost a truly great show. And with the purchasing power of Hispanics growing exponentially, it’s crucial that this situation is ironed out

· Guess whom advertisers are targeting these days? Older Americans 45+. Why? They’re the only ones who can afford to purchase big-ticket items! So why will Arbitron software only allow a maximum HHI of $75K+? Big difference between a HHI of $125K+ and $75K+--but, now, everyone is lumped together. Although not impossible to track down through other sources, capping HHI at $75K+ is a misstep

· GMs and GSMs, here’s the important one: It seems like the majority of your sellers are having trouble importing qualitative data and adjusting buy parameters in Maximizer. With the PPM, when asked to produce a ranker against W25-54, HHI: $75K+, 95% of the time, the ranker is submitted sans HHI or any specified custom geography. Make sure your sellers are properly trained. CPP and GRP goals depend on it!

As always, I welcome your thoughts. Please e-mail me: bknight@harrison-edwardspr.com or follow me on Twitter @BobKnightAdMan

Next week: The new rules of the sandbox

Bob Knight is Vice President, Advertising and Digital Media with Harrison Edwards PR & Marketing in New York and oversees the company’s advertising and HEdigital divisions, which include podcasting, webcasting, blogging; and print, electronic, and broadcast advertising and media buying. Prior to joining Harrison Edwards in 2005, Bob worked for some of the nation’s largest broadcasting companies, successfully developing programming in some of the most competitive markets including Chicago and San Francisco; his stations and shows were consistently top-rated. In addition to Bob’s work as program director and on-air personality at AMFM, Inc., Clear Channel Communications, Citadel Broadcasting, Entercom, and NextMedia Group, he served as a consultant to Internet radio stations during the dot com boom. Bob’s national and regional radio commercials have won a Gold Clarion Award (AWC) and Gold “Big W” Awards (Ad Club) for commercials he produced. In 2008, Bob was named a “Rising Star Forty Under Forty” by the Business Council of Westchester and is a graduate of Leadership Westchester (Class of 2009).



###

STRIVING FOR THE WIN Chuck Geiger

When you listen and review your station, does it sound like you want it to and does it impact the Country life group? Does it sound like a winner? Most often our jobs are to balance and juggle a host of audio that translates into a radio station and it shifts and jags all over the place with no true focus.

1.) How does it relate to the Country life group?
2.) Does it favor 25-54 Women in its presentation?
3.) Does the morning show balance music and entertainment?
4.) Does it flow without bumps and snags making it easy to listen to?
5.) Do you hear the radio station in fifteen-minute increments?

You are the master of your domain and the life group’s when the station is compelling, easy to listen to; show biz and entertainment based and full throttle stationality and presentation. A non-connective group of elements juggled and taped together offer nothing but noise and static. Seamless and cohesive flow works the best for maintaining a sound that attracts and reflects the life group and P-2 and P-3 listeners.

What really sucks is when the life group is ignored by Country radio, sometimes two stations in a market doing the same lifeless presentation of jagged formatics and non-compelling offerings. This isn’t a Country music game any longer. This is a business that is in dire need of straightening out or we will loose it’s qualities and benefits forever.

Stop focusing so much on the musical presentation of the station and look and listen to the elements in place that could be holding you back and keeping you off target from the true members of the Country life group in your market.

PASSIONONOMICS Bob Glasco

It’s another morning and you’re on your way to work.  You’re really excited and passionate about getting there and getting started…right?  If you’re like eighty-five percent of the work force, then the very opposite is true as most people are far from passionate about their jobs.

Fully eighty-five percent of the work forces hate their jobs!  This is an epidemic, a global problem.  What’s wrong with this picture?  For most people it’s a matter of how they are viewing their job and the daily routine it brings.

Passionomics Defined:
Passionomics is a word I heard or read somewhere that, when defined makes a lot of sense.  The definition is, “A formalized system to merge your personal passions, dreams, goals and hopes with the economic feasibility to make a concrete reality for yourself and the world around you.  Passionomics is the opposite of ‘rut.’  Unfortunately, even in Radio, most people don’t have it.

The Benefits of Passionomics:
When your dreams become a reality, you are more likely to be happier and excited about each new day.  You will be more likely to embrace the blessings and minimize the curses by having the energy to properly deal with daily challenges.  If you’re passionate about who you are and what you’re doing, the world and everybody in it will be better off and the ultimate beneficiary.  

The Challenges of Passionomics:
People are distracted!  These ‘distractions’ come in many forms.  Life is about choices (both short term and long term).  These choices impact your results, your outcomes and your destiny.  These, “Focus Busters” must be managed if you’re going to be successful.

There are always forces that get in the way of achieving your goals.  While there are things that we can and cannot control, it really comes down to choices.  For example, why is it that eighty-five percent of the work force hates their job!?  It is because people are making bad choices, or good choices that don’t turn out as planned, then throwing either internal or external temper-tantrums along the way.

You have choices to make every day.  For example, you can ask yourself with every situation that comes along if that event is a blessing or a curse.  Since most people choose “cursed,” then the temper tantrum begins.  What’s wrong with this picture?

Examine your own ROE, “Return on Energy.”  A good ROE will give you a good ROI, “Return on Investment.”  Turn the negative energy into positive energy.  If nothing else look for the, “lesson” every bad situation brings with it. 

Perhaps the most outwardly identifiable quality of a person with “passionomics” is that they are “action oriented.”  Here are a few simple steps to move you toward your passion and away from the status quo:

Step 1: Set some time aside to get quiet and think about your whole life.  List all of the times and all of the people, places and things that really turned you on and made you happy.  Then match those things up with your daily activities.  Start small and grow as you go.

Step 2: Take Time to Think and Plan.  Think about where you want to be in 18 months, and then list what needs to happen to pull it off.  Lay out a plan that will realistically get you there.

Step 3: Be hungry for momentum by focusing on high payoff tasks.  I didn’t say that you would love every task, but you need to embrace every task that moves you closer to your passion.

Step 4: Surround yourself with pictures that promote your passion.  This will feed your inner sense of urgency to make it happen within your own time frames.

Step 5: Read books and magazines that teach your own areas of interest…your passions. There is enough information available to you right now to help you be successful…find it!

Step 6: Do it!  Don’t just talk about it.  Talking about it won’t help you get there unless you’re talking to  somebody that will help you get there financially, emotionally, physically, mentally and spiritually.

A successful Radio station stirs a variety of emotions in its audience.  If you do not have true Passion for what you are doing, you will never have the ability to effect your listener’s emotions.

Bob Glasco

bob@glascomedia.com

480-488-0903