Anstandig’s Digital Summer Reading List – Part 2
In last week’s connected, you got part one of Anstandig’s Digital Summer Reading List. In case you missed it, you can find it here.One of the topics most frequently covered in connected is the shifting of our industry’s audience to digital media, and the associated shift of advertising revenue. The following is a series of articles that focus on both of these topics—perfect for browsing on your iPad next to the pool this summer (don’t get the iPad wet, though).
The AUDIENCE is Shifting
While Program Directors and Brand Managers may find this series of articles most germane to their daily responsibilities, there is information here that can be helpful to anyone whose career depends on accurately targeting and understanding the audience (and that’s all of us).
1. Three Programming Pointers to Drive TV and Radio Station Website Traffic: Unless there is a specific reason to go to your site, viewers and listeners will never make it a point to go there. In this connected article, three ways to naturally drive traffic to your website by getting smarter about integrating “traffic drivers” into your programming.
2. Visualizing Your Market: Getting to know your market is everything, whether you are in content/programming or sales. This week, I’d like to share some of today’s best digital resources for visualizing your market. You’ll read about sites that can help you get to know your market and “paint a picture” for your programming team and buyers alike.
3. Facebook Fast Facts: Still trying to figure out if your company should have a strategic presence on Facebook? If so, these fast facts on Facebook may compel you to move quickly into the social space.
4. How to Know What Your Audience is Talking About: Knowing what your audience cares about today is priceless information. In this week’s connected, I will give you three tips for quickly identifying what your audience cares about today. Whether you are an on-air personality preparing for a show or an account executive who wants to efficiently stay on top of what’s happening with your clients, these tips will save you time and energy.
5. Moms Get Connected: Moms are important decision makers when it comes to family purchases. About one in five people online in the USA is a woman aged 25-54 with one or more children. It’s no surprise that marketers are increasingly targeting online moms. This week in connected, some fast facts on today’s connected mom.
6. Radio Through the Eyes of America’s Youth: This year, Edison interviewed 1,533 people aged 12-34 across America in an effort to shed some light on media usage among this young media generation. The results showed what Edison’ Larry Rosin called, “the impact of an incredible decade of media transformation, the extraordinary resilience of radio, and the challenges radio faces.” Read the takeaways here.
7. Hispanics Are Valuable Digital Targets: More than eight in 10 Hispanic adults use a cell phone, and Hispanics are more likely than other population segments to use text messaging. These and other facts emerging in recent research about Hispanic digital media users are making them an increasingly valuable target for media outlets and advertisers alike.
8. Media Multi-taskers: You have an audience of multi-taskers—and they are only getting busier. For generations, listeners have incorporated radio into working, driving, cleaning, cooking, and socializing. How can you continue to cater to the busybodies in your audience?
9. Why Consumers Leave Brands on Social Networks: Losing a fan on Facebook, subscriber in your database, or follower on Twitter is one of the most costly breakups for your brand. This week in connected, we’ll take a look at the actions and motivations behind your audience’s “social divorces” from your brand online.
10. Five Keys to Growing Your Streaming Numbers: If you are compensated based on your streaming traffic, this is an article that could pay dividends for you! In this article, you’ll learn five keys to increasing your streaming tune-ins.
11. What Is Your Plan For Mobile? The average American teen now sends and receives an average of 3,339 texts per month. A new study from Nielsen points out that usage of SMS text messaging is up 8% from last year—averaging six messages for every hour that the average teen is awake.
12. Exposure vs. Immersion: Most radio chiefs are satisfied with a listener being casually exposed to the brand, but in 2011, exposure is just the beginning of developing a relationship with your customer.
13. Five Ways to Grow Your Website Traffic: If you ever find yourself asking, “How can we get more visitors to our site?” this article will give you give helpful tips to build your web traffic.
14. Audiences of Millions With NO Tower: The most interesting “midday personality” in your market may not be on the radio. In this article, we profile some of the world’s most popular entertainers—attracting millions of followers with absolutely no broadcast license behind them. They are the YouTube sensations of 2010.
15. The Media Revolution Continues: Learn about Wired magazine’s new “immersive environment” publishing using the iPad as well as the Bay Area News Project. These are both leaders in reaching the progressive and daily-growing digital audience.
16. Internet Radio Audience and Revenue Growing: Bridge Ratings predicts that the annual spend for Internet radio advertising will double between 2010 and 2015, going from $324 million in 2010 to $803 million in 2015. Read more on the development of Internet Radio here.
17. Time Spent Listening in the Car: Most radio stations earn upwards of 60% of their Average Quarter Hour audience from listeners in the car—a listening location that is increasingly challenged by new media. Learn about the oncoming competition in this article. Also, read more about the “connected car” here.
The Revenue is Shifting
1. Five Fast Track Digital Shortcuts: Read five ways that you can accelerate your sales team’s traction with digital sales.
2. An Introduction and Comparison of Mobile Ad Networks: Do you have a mobile site? If not, developing a mobile version of your website should be a priority, as mobile web traffic is growing fast. In this article, you’ll find an introduction to the biggest mobile ad networks, accompanied by a helpful mobile ad network comparison at-a-glance, produced by Mark Fidelman.
3. They Research You Before Buying: Often, our team hits the streets with account executives from local radio stations to visit their major clients and digital prospects. It’s an invaluable opportunity to work hands-on with account executives to get a real sense of the local market’s buying preferences and prejudices. This year, I’ve been impressed by how much buyers (especially digitally savvy buyers) know about us, despite our best efforts to limit their accessibility to information about our stations.
4. Now Connected; Your Wallet: Google, Mastercard, and Citigroup have come together to make your leather wallet look like an uncool antique with their announcement of a wireless payment system called Google Wallet. Read three key takeaways for your local media company in this article.
5. Lessons for Radio From Old Spice: When was the last time you had a room full of geeks, marketers, and writers brainstorming ways to market your station using social media? For Old Spice, that day was last July. On July 13, 2010, when a team of eccentric creative people gathered at a private location in Oregon and produced 87 short (minute-or-less) videos about Old Spice.
6. Sales Prospecting 2.0: At one time in our industry, account executives were expected to “make it” on the yellow pages. Now, technology has opened new doors for prospecting that can help any account executive to discover information on local companies and generate new business. This article will help you make money!
7. Insights for Radio on Google’s New Display Ad Network: Learn about Google’s new ad network that pulls together resources from all Google properties, including Google AdSense, DoubleClick Ad Exchange, gMail, Blogger, YouTube, Google Finance, and over one million web, video, gaming, and mobile display partner sites.
8. Viral Video: Missed Opportunity for Radio? Many major marketers have turned to viral video this year to promote their products. Learn about some of the leaders in “viral videos” in this article.
And, for some articles by other people…
1. Finally Someone is Listening, an editorial by veteran programmer Greg Dunkin.
2. Digital Budgeting for 2011: McVay New Media’s Jon Erdahl weighs in as a guest columnist to say, “How about a challenge this year? It's time to reexamine how you view digital, and the only way is to honestly assess where you and your team are tracking in the digital space. You are in the content business now, so you need to examine any viable content competitor (newspaper, TV station, local and state web portals, etc.) to keep competitive.”
About the Writer
Future-minded and passionate, Daniel Anstandig’s experience includes developing digital business strategies for media companies, designing content strategies for broadcast and interactive, and coaching executives. He is President of McVay New Media, and editor of Radio-Info.com's new media newsletter, connected.
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