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Radio Ink Magazine May 23, 2016

Don't let the Radio revolution pass you by. Get your digital subscription to Radio Ink Magazine. Published 14 times per year, your annual subscription includes these popular issues: The 40 Most Powerful People in Radio The Executive of the Year Issue The Best Program Directors in America The 25 Most Influential Women in Radio The 20 Most Successful African-Americans in Radio Subscribe to the digital Radio Ink and save 50% off the print version!

United States
Streamline Publishing
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14 Issues


access_time3 min.
your hold story your head is powerful high:

A recent study released by Westwood One said that radio has a giant perception problem among advertisers. Though Nielsen evidence shows that radio listening is as strong as ever, and in fact is growing, radio is perceived by advertisers as a dying medium. I wrote in these pages a couple of years ago that it wouldn’t be less listening that would hurt our industry, it would be advertiser perception. I predicted that advertisers would migrate away from radio and be seduced by digital media — and that they would fall so deeply in love with digital that we would fall out of favor, not just because of their perceptions that we are no longer relevant in a digital world, but because we cannot offer the tools and research offered by companies…

access_time4 min.
the fountain of new ideas

roy@wizardofads.com Let us suppose that this everyday world were at some one point invaded by the marvelous. According to an article in the Harvard Business Review, such an event... “requires a distinctive mode of organization—what sociologists call an art world. In art worlds, artists (musicians, filmmakers, writers, designers, cartoonists, and so on) gather in inspired collaborative competition: They work together, learn from one another, play off ideas, and push one another. The collective efforts of participants in these ‘scenes’ often generate major creative breakthroughs… the mass-culture industries (film, television, print media, fashion) thrived by pilfering and repurposing their innovations.” Today we’re going to look at three different art worlds, and then I’m going to suggest that you create your own. Art World One: Although the works of the individuals that composed the Bloomsbury Group (1905-1937)…

access_time4 min.
upping the ante

parenti@aol.com Advertising agencies have always strategically selected media for various aspects or targets in a marketing campaign. So it is not surprising that today’s sophisticated tools have refined and laser-focused that process. It’s called “channel planning,” and Bob McCurdy, former Katz executive and today president of sales consultancy Uppingthevolume, is urging industry sellers to learn more about the new rules of engagement and how they can effectively use them to radio’s advantage. What are channel planning tools, Bob? Channel planning tools are sophisticated software programs that allow a planner to “scenario” a plan build on the input and insights received from their client. Different tactics such as “build reach quickly” or “control by time of day” can be weighted based upon importance, as can tasks such as “generate awareness,” “consideration,” or “trial.” The planner…

access_time9 min.
it was get big or get out

In every issue of Radio Ink in 2016, we’re taking a look back at the 1996 legislation that changed the radio industry. The Telecommunications Act largely deregulated radio ownership, and the debate continues to rage about whether radio is better off as a result. To this day, some broadcasters think more consolidation is needed, while others believe deregulation ruined the industry. David Pearlman and John Gehron were both in the thick of the action during the early days of consolidation. As co-COOs for Steve Dodge’s American Radio Systems (Pearlman founded the company with Dodge and Tom Stoner), they were part of the team that helped ARS grow from a very small operation to something CBS just had to have. CBS would purchase the company in 1998 for $44 a share, or…

access_time3 min.
use why words you that sell

Our friends in digital media have been much more effective at harnessing the power of words than we have. While our statistics were expressed in ratings or demographics, they introduced “big data,” making our mere ratings seem pitifully small. While we sold video commercials viewed on a screen (something used to screen things out and keep the bugs away), they introduced a “window” through which we could view the world. While we merely “reach” people, our digital friends claim to “engage” them. Can you see the difference? I learned very early in my career that simply reaching an audience did not necessarily mean you influenced that audience. “Engaging” people just seems like such an endearing term compared to merely “reaching” them. While we only had audiences, they claimed to have “followers.” The dictionary…

access_time4 min.
how to be a winning pd

Radio’s programming stars have desks filled with tasks and assignments. They are busier than ever. How do they get everything checked off their to-do list and focus on programming a winning radio station? We turned to four of Radio Ink’ Best Program Directors in America for the answers. Mark Chernoff PD, WFAN-AM & FM/New York VP of Sports Programming, CBS Radio Be a listener. Listen to what your hosts say. Listen to what your sales force says. Listen to your listeners. Listen to your clients and what they say. This isn’t to say you do everything that’s suggested, but by listening, you have all the information you’ll need to help make educated decisions in programming. Also provide your staff with whatever resources they need to make their shows better. I know I’ve said this…