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Tag: "TSL"
Your Station Promos: “Blah, blah, blah?”
By Holland Cooke
Radio Consultant
BLOCK ISLAND, RI — Nothing we say about the station on-air adds listeners, because the only people who hear promos are already listening.
The goal of on-air promotion is to add Time Spent Listening (TSL) by existing cume — specifically adding additional occasions of listening — with messages which suggest why-and-when to come-back-for what-promos-promise.
Baseball Stations: PLAN NOW
for Spring Training
By Holland Cooke
News/Talk/Sports Radio Consultant
BLOCK ISLAND, RI — With 2013 expense budgets now in umpteenth revision, this reminder: Be there or be square.
After all the sub-freezing days and nights that chill much of the USA this time of the year – and various off-season trades and free agent signings – The Boys of Summer will be a welcome sound come March.
Yet too few baseball stations establish a presence at their teams’ spring training camps. Smart baseball stations are cheerleaders, and really smart baseball stations start cheering a month before opening day, when every team is in 1st place.
Five reasons this has value:
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Arbitron Client Conference: Format Facts and Forecasts
By Holland Cooke
Radio Consultant
ANNAPOLIS — Now THIS is worth a meeting. If your station is an Arbitron subscriber, you should download, devour, and discuss the just-released “Radio Today 2012,” an uncanny mash-up of Scarborough consumer profiles and Arbitron audience data. What you will read about people-who-listen-to your format really fleshes-out the folks you want as heavy listeners, and will send you in specific directions to seem relevant and relatable and habit-forming to ‘em.
And that’s all I’m allowed to say! Because this information is THAT valuable! Read the legal hear-ye-hear-ye at arbitron.com, and you’ll understand that I’m not being coy. But I can share some useful headlines from the Executive Summary Arbitron has released, which follow.
Crystal Ball for Brand Managers
By Chris Miller
Chris Miller Digital
SHAKER HEIGHTS — Saga Communications made the news this past Wednesday when they anointed their program directors as “brand managers.” Saga’s executive vice president, Steve Goldstein, issued a memo that you read in RadioInfo. It read, in part, “We’ve been thinking about how successful programmers are morphing their skills to become proficient at not just managing the on-air product, but the overall brand. And conversely, it has exposed the vulnerability of program directors who are not learning and growing as we become more digital.”
