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Monday Memo: 1,000 True Fans

| July 6, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — I’m hearing from lots of podcasters reacting to “Mainstream Media, Redefined,” the TV segment I did with TALKERS publisher Michael Harrison. ICYMI: https://youtu.be/HpE_iwSvIYE

They’re enthused, but frustrated. A common concern is “How do I get more downloads?”

I tell them they’re asking the wrong question, for reasons broadcasters understand.

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Monday Memo: Promotion, Now More than Ever

| April 29, 2019

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — On a sales call while visiting a client station, the prospect asked how many listeners we’ve lost “now that everyone has SiriusXM.”  Although we could easily demonstrate satellite radio’s actual penetration, and that our cume is actually up lately, perception is reality, eh?

One of radio’s enduring and painful ironies is that we sell advertising, but many stations DO none…which advertisers notice.  And, conversely, they view stations that do promote as “big;” and they feel that stations’ off-air promotion supports the schedules we’ve sold them.

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Monday Memo: Welcome to the Spring Book

| March 25, 2019

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — The Nielsen Audio spring survey begins Thursday, and this one matters a lot, because much of Christmas 2019 will be bought-from – and much of early 2020 will be planned-from – these numbers.

The Quickest Way to Move the Ratings Needle

Heaps of audience data demonstrate this: Get listeners who listen to your station most (so-called “First Preference” or “P1” users) to listen even more.  Sounds like double-talk, but that’s the ballgame.

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