Lately, I have been spending more time in sales meetings. That’s a pretty amazing admission for a programming consultant, but it is emblematic of what’s happening in radio in 2008. In some ways, it’s a sign that broadcasters are realizing that strategy meetings that don’t include programming, sales, and web managers aren’t accomplishing a whole lot. More and more, it is dawning on stations that multiple departments have to work together in order to create content, while figuring out ways to monetize it.
Yet, we’re still not talking about the right tactics. In a recent meeting, we spent 45 minutes talking about "van stops" in a lengthy conversation about the ongoing need for "value added." This is no knock on the station or the sales managers. They are in the difficult position of having to overcome the advertiser pressures caused by everything from the failure of "Less Is More," the exodus of national business, and the ongoing bad PR that makes buying radio time out-of-fashion among many in the buying community.
But haven’t we essentially committed sales suicide with these "extras" over the years, depleting our internal staffs, creating meaningless "events" that draw very few listeners, while literally demonstrating to clients that these activities have become essentially useless because of their sheer number, and our inability to make them big and special?
While showing up with the station van loaded with T-shirts and bumper stickers used to be an effective way to create grassroots presence around town (Does anyone buy bumper stickers anymore?), those days are long gone. Given the glut of appearances that stations have to make, the station may be only interacting with a couple dozen "listeners" at these "appearances." And what message is that delivering to the local retailer? You get what you pay for.
How can radio utilize its ability to be on the ground in local markets in a different, more effective way? Why aren’t we planning and strategizing on a more regular basis about integrating the website and its many offerings, rather than negotiating "value added" and live reads? In a recent Business Week web article, Jon Fine makes the claim that newspapers are well ahead of radio in the transition to online content and revenue generation: "…of all major consumer media, radio is the least suited to an online transition."
His point is that newspapers have the infrastructure to generate content, and its sites are up, running, and generating millions of page views. But Fine hasn’t obviously spent much time analyzing a "Rock Girls" promotion, for example. These are combined online, on-air, and on-the-ground events that integrate webcams, video, bracketing, voting, personal appearances, and a myriad of other features that use station websites to extend the brand, while interacting with listeners in a very different way. While sales staffs may still struggle to figure out how to best market these efforts, the bottom line is that programmers and web masters are well on the way toward creating major online events that are marketable, integrated, and connecting with listeners. Additionally, the thousands of loyal database members that most stations have aggregated are a bona fide digital benefit where radio has excelled. (More on this lost opportunity in an upcoming blog.)
Recently, Anheuser-Busch VP of Global Media, Tony Ponturo, spoke at the Association of National Advertisers’ Everything TV & Video Forum. He noted that back in the day, Bud was content with buying Super Bowl spots as a central marketing initiative. Not these days. As Ponturo noted, "Everything we do today is about how to extend our traditional media buys with new technology." If a major honcho at A-B is espousing this philosophy, isn’t it logical to assume that other major brands are thinking (or soon will be thinking) along these same lines?
Beyond their Super Bowl spots, A-B attracted an additional 32 million views of its ads online following the game. And they created more risqué web content than what actually aired during the game, because of the more open and improvisational nature of the Internet. Porturo points out the changing needs of his brand:
He’s not looking for more bar nights and van stops. Those were the "value added" components of the ’80s and ’90s, and those days are over. Instead of finding interns who can hang banners and pass out stickers, we’d be better off determining if they have video editing skills on those Macs they’re lugging around.
Radio needs to clearly rethink its overall approach to integration, value added, and serving its clients in 2008. The solutions of the past no longer cut it.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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The same experience brought us to sales teams to make things happen. It’s really fulfilling to charge up a sales team. It’s wonderful to see renewed enthusiasm. New video tools for radio websites create competitive advantages that avoid the client engineered “bake-offs”. Client links on radio websites really enhance search rankings. We call the new programs double-plays and triple-plays. New digital programs are available that work. Using the right support groups can enhance radio websites in days not months.
You’ve got a good point about utilizing interns, there really needs to be a national push to educate employers on how to do this. You can find a number of resources and a comprehensive manual on how to start and maintain a successful internship program on StayInventCentralPA.com