By Holland Cooke
Someone JUST-tuning-in at 14 past the hour on a cloudy morning hears the announcer assure that the next Traffic & Weather Together On-the-Threes update is just nine minutes away. Or “WHAT A NIGHT AT WRIGLEY!” teases a sportscast into spots. Are we naïve enough to think people aren’t toting smartphones?
Yes, you’re really hearing this from a consultant. I do install success templates. In the 21 years since I last had an employer, I’ve paid my mortgage by assuring clients that “nothing I recommend is an experiment.” And the logic of if-it-works-do-it/if-it-doesn’t-don’t becomes even more obvious as radio has overdone what works until it doesn’t; and has cost-cut until innovation becomes cost-prohibitive.
Eastlan Expands by Eight. Washington State-based media-research firm Eastlan is picking up eight new markets: Baton Rouge; Fort Morgan-Sterling, Colorado; Fredericksburg, Virginia; Marshall, Missouri; Santa Rosa, California; Sedalia, Missouri; Winchester, Virginia; and West Plains, Missouri. Eastlan president and chief executive officer Mike Gould comments that, “As radio continues to evolve in the increasingly competitive audio entertainment environment, the old expense models don’t make much sense anymore. Broadcasters need a responsibly-priced ratings tool to prove the unmatched reach of radio.” Centennial Broadcasting president and chief executive officer Allen Shaw explains, “After considerable deliberation among our corporate staff, market managers, and sales teams in Fredericksburg and Winchester, we concluded Eastlan’s radio audience measurement services will provide us with credible data at a very efficient cost.” Guaranty Corporation president and chief executive officer Flynn Foster remarks, “Guaranty Media is excited to work with Eastlan in Baton Rouge. We have felt for some time that Eastlan’s process of gathering ratings is superior. The sample size will be at least double what we have seen in the past, and a much better measure of who is listening to our five radio stations. We look forward to many years together.” Measurement for those eight markets will begin this fall.