Tag: "USA Today"

RIP Al Neuharth: He reinvented the only medium older than radio

| April 22, 2013

By Holland Cooke
Radio Consultant

 

BLOCK ISLAND — Especially after last week, talk radio should heed the words of a media giant we now mourn: “They want to trust whatever voices they’re listening to.”

Allen H. Neuharth was the Gannett chairman who founded USA TODAY, and later helped create a The Newseum, the museum of news, which warrants adding an entire day to your next trip to Washington.

His 1989 autobiography “Confessions of an S.O.B.” is still canny advice.

Al was a bigger-than-life figure, always influential, often controversial.  He died Friday at his home in Cocoa Beach, Florida, 89.

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Endorsements Should Be Interesting

| March 4, 2013

By Michael Berry
Host
The Michael Berry Show

berrymichaelwriterHOUSTON — All I ever hear radio industry execs talk about is ratings and revenues, as if the two go hand in hand.  With music stations, that may be true.  But talk radio’s future will be determined by our ability to get results for our advertisers.  That includes, but is not limited to, ratings, and it probably has more to do with ratings in categories currently seen as less, or altogether un-, important; namely, 55 and up, or 35-64.

Ratings are not an end in themselves, but rather a pricing mechanism by which advertisers determine the rates they will pay.  In an industry which measures itself primarily, indeed almost exclusively, on the 25-54 demo, it’s good to remember how many people are active consumers who don’t fit into those niches.  Twenty-five-year-olds don’t buy houses, or improve them.  Their bodies aren’t breaking down, so they don’t need all the medical advancements of companies willing to advertise those services.  They are not investing, banking, exercising, losing weight, restoring vision, or maintaining a house that needs everything from new pipes to electrical to roofing to driveway pavers to a pool.  In short, radio can still be very profitable as our society ages by appealing to direct-buy advertisers.  But only if radio can yield results for the client.  Think about it: listeners tune to music radio to zone out to music, and when someone talks it’s a distraction.  Listeners tune to talk radio to be engaged, and the talk by the host is what they sought.  If the host’s endorsement of a product could be as compelling as his discussion of Obama’s hypocrisy, imagine the boon to advertisers.   Winning the ratings war for most listeners under 54 does not necessarily yield financial returns to the people who pay for advertising.  It is not the size of the audience, but rather the size of the response for the advertiser, that will build loyalty in clients.  So how do we get results for clients, especially live, direct clients? Read More

You’re Fired? Timing is Everything.

| December 11, 2012

By Holland Cooke
Radio Consultant

BLOCK ISLAND, RI — If you haven’t already noticed, you’ve got to see this.  Grab a copy of USA Today.  Any day will do, but it has to be the newsstand hard copy.  No digital version will work.

Radio is reeling from another Clear Channel bloodbath, just in time for Christmas.  It wasn’t the first, it won’t be the last, and it’s not just Clear Channel.  But heartless timing.  The nerve of ‘em.

In the words of Eric Stratton, Rush Chairman: “Let me tell you the story of another loser…”

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