Recently, I had the pleasure to participate in Arbitron's Consultant Fly-In. Gary Marince – who always puts together a great agenda – was kind enough to have me moderate a fun PPM panel. We answered more than 60 FAQs about PPM in 60 minutes, thanks to the expertise of Arbitron pros, Jay Guyther, Brad Feldhaus, Beth Webb, John Snyder, Bill Rose, and Nancy Weismann.
But the motivation for this blog was the panel that preceded it – a fabulous session featuring three Philly radio programmers on videotape – WMMR's Bill Weston, WXTU's Bob McKay, and KYW's Steve Butler. It was an insightful look inside the minds of these PDs, and how their lives have changed since the advent of PPM.
One of the moments that really hit me was an aside from KYW's Butler about some of the sales pressures he faces. His problem? All-News institution KYW – which typically averages a 5th or 6th rank in 25-54 adults – doesn't have enough younger demos, specifically 18-34s.
What? That's what Butler talked about – the sales heat he takes because KYW perennially attracts the upper end of the 25-54 spectrum, while younger listeners tune in elsewhere.
Gee, is this a surprise for an all-news station on the AM band?
But it reminded me of how just about every station we work with faces similar criticism and pressure. A top-rated station in a major market with dominant morning numbers garners sales complaints because the show doesn't have enough 40+ audience. An Active Rocker that often hits #1 25-54 doesn't have enough women. A Classic Rocker that is always #1 or #2 in 25-54 adults is too 45-54 centric. An Alternative station that is now firmly in the Top 3 12+ still doesn't have enough 25-54 numbers to suit sales demands.
Don't get me wrong. I totally understand what the sales people are going through. Advertisers are using an especially vulnerable period for broadcast radio to make even more unrealistic demands, while using every station's weakness as a negotiating wedge.
Isn't that the way it's always been? Every buyer's job is to find a way to focus on a station's audience vulnerability in order to score a better rate. And because every strength has a weakness, it's easy to pull this off with any station.
But here's the rub – too often these days, management or ownership is taking these negotiating techniques seriously. A station with perfectly good ratings starts making fundamental brand changes in order to somehow placate the clients, given the sales pressures. Music is being added to broaden demos, morning shows are being altered to help shift gender appeal, and brands are being damaged in the process.
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.
- Radio, It Oughta Be A Crime - November 25, 2024
- Baby, Please Don’t Go - November 22, 2024
- Why Radio Needs To Stop Chasing The Puck - November 21, 2024
Leave a Reply