Westwood One’s Pierre Bouvard on Perception of Radio’s Audience. In the final analysis, Westwood One chief marketing officer Pierre Bouvard says, “It’s on us.” He means the task of telling radio’s story is incumbent upon those working in the radio business. His latest blog piece asks four questions relative to the reach of radio and measures the perception against the data-supported reality. Bouvard writes that an Advertiser Perceptions study shows agencies and advertisers believe that AM/FM radio reaches 64% of Americans while Nielsen research shows that figure is actually 93%. He notes that when it comes to television versus radio in its ability to reach Millennials, radio outperforms 93% to 76%. He goes on to compare the perception of the reach of streaming media and finds that, again, agencies and advertisers have an over-inflated view of the reach of pure-plays such as Pandora and Spotify, especially relative to radio. Bouvard passes along a statement from Mark Kaline, former head of media at Ford Motor Company and Kimberly-Clark, who says, “As a marketer, I’ve always found radio to be a medium that effectively and efficiently delivers reach over an extended period of time, while driving ROI within the total communications plan. But radio has been too low profile with brands, especially in light of other advancements in technology. Radio needs to be more aggressively marketing their story as the leading mass reach media.” Read Bouvard’s piece here.
WJBO, Baton Rouge Morning Team Replaced by NOLA Personality. This is the second Louisiana news/talk morning show to be ousted in favor of WRNO, New Orleans-based talk host Gerry Vaillancourt. Yesterday (8/18), TALKERS reported that WBUV, Biloxi, Mississippi morning duo Steve Taylor and Mike Mankiewicz had been replaced by Vaillancourt. Now, we learn that Kevin Meeks and Karen Henderson are out as hosts of “Baton Rouge’s Morning News.” These are clearly budget-related moves as iHeartMedia New Orleans and Baton Rouge SVP of programming Bob Murphy tells the Greater Baton Rouge Business Report that the change at WJBO was not performance related, although he tells the paper that Vaillancourt’s call-in show is more in line with what they are seeking as opposed to the interview-oriented program Meeks and Henderson hosted.
Odds & Sods. Radio news pro Mark Remillard is joining ABC News Radio in a reporter role. He most recently was serving as a reporter for Bonneville’s KTAR-FM, Phoenix. Prior to that, Remillard worked at iHeartMedia’s KFI, Los Angeles…..Yahoo Sports Radio announces the 20th season its “Around the NFL” program that reignites on Sunday, September 13, hosted by former NFL quarterback Sean Salisbury and longtime sports talk host John Granato. The weekly show airs from 1:00 pm to 5:00 pm ET and covers the day’s games in pro football, including analysis, commentary, special guests and game-in-play updates…..ESPN Radio resumes presentation of NFL play-by-play for Sunday regular-season games, kicking off its third season on September 13 with the Colts-Jets game, followed by the Broncos-Ravens contest. This season, Marc Kestecher, Bill Rosinski and Ryan Ruocco will provide play-by-play. Herm Edwards, Shaun O’Hara and Bill Polian will serve as analysts…..WSCR, Chicago Mitch Rosen announces that Chicago Bears greats Olin Kreutz, and James “Big Cat” Williams are the new co-hosts of the station’s Bears post-game show. Kreutz and Williams will partner with The Score’s football expert, Hub Arkush.
Stars Turn Out for WEEI/NESN Jimmy Fund Radio-Telethon. Boston Red Sox second baseman Dustin Pedroia is pictured here appearing on Entercom’s WEEI-FM, Boston and regional sports cable channel NESN on Monday to encourage fans to donate to the annual radio-telethon that benefits the Dana Farber Cancer Institute. As of midnight on Tuesday, $1,065,873 had been raised to benefit the Jimmy Fund. The fundraiser continues through today.
Donald Trump’s Immigration Policy Plan, 2016 Presidential Candidates, Hillary Clinton Emails Case, Iran Nukes Deal, NATO Military Drills/Russia’s Ukraine Aggression, Black Lives Matter Movement/Race Relations, Latest ISIS Atrocity, the Western Wildfires, and Ex-Subway Spokesman Jared’s Child Porn Case Among Top News/Talk Stories Yesterday (8/18). The immigration plan being proposed by GOP presidential candidate Donald Trump; the activities of the candidates for president in 2016; the ongoing investigation into Democratic presidential candidate Hillary Clinton’s private email server and its alleged use for classified information while she served at Secretary of State; the status of the Iran nuclear program deal; military drills being conducted by the U.S. and other NATO nations in Europe combined with talk about Russian military aggression in Ukraine; race relations in the U.S. and the growing influence of the Black Lives Matter movement; the violence being perpetrated by ISIS in Syria and Iraq; the widespread wildfires affecting several Western states; and the report of former Subway spokesman Jared Fogle’s intent to plead guilty to child porn charges were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS.
By Michael Berry
The Michael Berry Show
HOUSTON — 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