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Radio Ink Magazine March 27, 2017

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United States
Streamline Publishing
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14 Issues


access_time4 min.
a call for innovation

Where would you rate your radio station or cluster in terms of your ability to innovate? Do you feel like you’re being innovative? Like you’re stuck in the same old place? Or somewhere in the middle? In any business, innovation is critical to survival, because no business should be the same as it was a year ago — or five years ago, or 25 years ago. In radio, innovation should be occurring in at least three areas: how you sell and service your advertisers, how you create content and service your listeners, and how you operate the back end that no one sees. One could argue that innovation isn’t necessary once you find a formula for success. McDonald’s and Burger King are still selling the same things they sold 40 years ago,…

access_time3 min.
gary rozynek: 1996 sales manager of the year 2010 broadcaster of the year

Radio Ink: Back in 1996, when you won the Radio Wayne Award, what were you doing at the time, and for which company? Rozynek: I had just left American Radio Systems in Boston, where I was the general sales manager at WBMX-FM, a legendary Hot AC that is still going strong today. I was getting ready to start my new role with Connoisseur Communications as a VP of operations — a terrific opportunity that Jeff Warshaw gave me. Radio Ink: What was it like selling and managing radio stations in 1996 compared to today? Rozynek: A very different experience. Technology had not yet disrupted traditional media. Radio revenues were growing 6-7 percent per year, and because of the ratings success of our station, revenues grew $8 million over four years. It was easier…

access_time2 min.
crs & radio ink

Radio Ink Publisher Deborah Parenti with former Greater Media CEO Peter Smyth and CRS/CRB Executive Director Bill Mayne. Smyth was given the Tom Rivers Humanitarian Award for his “magnanimous spirit of caring and generosity in service to community.” Country artist Zac Brown accepts the CRB Artist Humanitarian Award, which honors country artists who have exhibited exceptional humanitarian efforts during their careers. Brown’s Camp Southern Ground is a Georgia-based state-of-the-art camp that brings children with neurodevelopmental disorders together with mainstream children. Radio Ink’s number one Country PD for 2017, WXTU/Philadelphia’s Shelly Easton, and Sun Broadcast Group CEO Jay Bailey. It was a packed house at the Friday-morning women’s mentoring breakfast at CRS.Here are NuVoodoo President Carolyn Gilbert (l) and Jillian Ryan (r). Universal Music Group’s Darius Rucker sings his latest hit, “If I Told You,”…

access_time3 min.
radio’s happy 5-second future

I’m experimenting with radio in a way that, for me, is new and different. Many of those who understand what I’m doing don’t agree with the fundamental premise of my experiment. But that’s not what worries me. I’m concerned about those who will agree with it and attempt it — and fail — and then blame me. I believe they’ll likely fail because they didn’t do it right. Here’s what’s happening: I’m airing a 5-second ad every hour, 24 hours a day, for 365 days, on each station in a broadcast group in a major city. The result will be 51 percent reach (18+) with a weekly frequency of 10.4. That’s right. One 5-second ad per hour, 24 hours a day, on each station in the group. You can run, but you can’t hide. Here’s why…

access_time3 min.
making radio tangible: get credit for your results

When I started selling radio (in the Pleistocene Era), we entered into daily battle with the dinosaurs known as newspapers. These monsters devoured the local clients’ ad budgets, breathing fire and scorching the earth. The number one client objection we faced on a daily basis: “When I advertise in the newspaper, I know it’s working because customers bring my ad in. I never know if radio is working for me or not.” All too often, prospects resorted to tactics like forcing the radio salesperson to write copy saying, “Mention this ad and get blah, blah off.” What do you think happened then? “No one mentioned radio (or your station), so no one heard the ad,” asserted the advertiser, smugly. Where’s the flaw in this, you ask? Well, the radio ad may very…

access_time4 min.
why native advertising is key for radio’s future

We’re now living in an “on-demand” economy where we can get what we want, when we want it, anywhere we want it. Technology has allowed for the near-immediate provision of goods and services, thereby virtually connecting demand with supply. This need for immediacy has subsumed industries from shipping (same-day delivery), to transportation (Uber/Lyft), to labor (freelancers), to, of course, media. This “Uber-fication” of society has made it possible to fulfill human desires with ease and convenience. It’s also enabled consumers to be more fickle and to brand-switch near-instantly when they have a poor user experience. The consumer now has an unprecedented amount of control. What does this all mean for ad-supported radio? Interruptive advertising models are challenged to create great user experiences in an on-demand, curatable world. Consumers are doing their best…