Tag: "Richard Laermer"
“Back to the Future” Moments for PodcastOne’s Agovino. As part of his “weird-new” role as PodcastOne executive vice chair, Mike Agovino is discovering more “differences” in the podcast marketplace than “commonalities” to challenges encountered the last ten years by digital music and broadcast streaming entities. “It is much less about the science of advertising and it is much more about the art of advertising,” he remarks to Mark Ramsey Media president Mark Ramsey in a 30-minute, one-on-one interview during this past week’s hivio 2015 conference. Having spent ten years inside Triton Digital as its chief operating officer, Agovino recounts that the company had “an ad platform, a content delivery network, and it built apps for people. With hundreds of brand names across the canvass, there is a very scientific approach to connecting the right ad to the right person at the right time to create some kind of results,” he declares. “It is so much ‘science’ that, if you live in it long enough, you lose your feel for the ‘art.'” Approximately 27 years ago, self-described Howard Stern “freak” Agovino was living in New York and faithfully listened to the fabled morning man every day. When it was time for the former president of Katz Radio and ex-chief operating officer of Clear Channel Radio Sales to lease a new car, he drove 15 miles out of his way to the Long Island dealership for which Stern regularly voiced a paid endorsement. “That was me saying ‘thank-you’ to Howard,” Agovino emphasizes. “It was not me necessarily wanting” to give that particular establishment the business but “it was me giving appreciation to Howard for all the laughs.” Stern’s “influence” over Agovino to sign the car lease was considerable and as he hastens to add, that meant he had to drive that extra 30-mile (roundtrip) distance “for every service visit” for a three-year period. “It is love for a show,” Agovino insists. “That was not part of my last ten years but it is very much part of what we do at PodcastOne, so it is “back to the future.’ It is digital media, but it is one-to-one and back to the art form of what made me fall in love with radio advertising.” When Agovino gets together with his former Katz co-workers, he points out there is considerable laughter. “We enjoy what we went through back then and we talk about how much fun the business was. More times than not, when you get in a discussion with someone you have known for 25 – 30 years in the audio business, the closer you get to the present moment in the discussion, the less fun you will be having. That sucks for all of us and it is unfortunate.” He has, however, rediscovered the ‘art’ piece of the business and Agovino did not realize how much he missed it. What he has found to become important on the podcast side is that, “It is almost less about targeting a listener and more about making sure you have a great match of product to host. When you try to apply the science of audio impressions to what is happening right now in podcasting, none of the numbers work. They do not make any sense because … there are no rules. We might say to someone who is the right match with the right host we won’t let anyone else in because the credibility of this voice speaking about your brand will last as long as we can continue to make the acquisition of customers in that model an efficient thing for you.” PodcastOne is looking at having its hosts talk about an advertiser a minimum of two minutes throughout the course of an hour without, as Agovino explains, “doing it more than ten seconds at any point – and there is no copy. It has to start from a place of authenticity. The host has to ‘buy-into’ the product or you move onto the next host because it is not going to work for the long haul.” One of the “most traumatic” days in Agovino’s radio sales career occurred when his rep firm lost WMAL, Washington, D.C. but picked up cross-town WTOP the same day. For years, he had been proudly touting WMAL as “the voice of news” in the nation’s capital. “If you approach this with deep sincerity,” he remarks, “it is difficult” to suddenly knock on doors, talking up what had been the competition. “Traditional” ratings metrics, Agovino opines, will not matter that much in this space, although he concedes, “They will happen” and they are “easy enough to produce.” Much more important will be “attribution metrics and convergent metrics. There are many ways to analyze how a particular show produces results within a specific category.” The most recent stats Agovino has seen indicate there are 21.3 million hours of podcasting listening a day. “It is hard to know how big the universe is and how big a piece of that universe you have,” he mentions. A different economic model exists in podcasting since, as Agovino explains, “For the most part, the hosts are taking risks with you and they are not getting guaranteed seven-figure annual checks: We are in this together.” He suggests, “If you have a talent who has influence and impact on a ‘tribe,’ figure out a way to [do a podcast], but you cannot do what you did with streaming. You cannot move it over to digital and expect it to work. This is an infinite dial with niches and sub-niches. Expansion of shows will be tremendous. Things that we are doing and bringing up are ‘kid-in-a-candy store’ stuff for me.”
Public Relations Maven Defines “GMOOT.” After working as public relations director at the Columbia Business School, Richard Laermer founded RLM PR in 1991. He was among the participants at Los Angeles’ hivio 2015 seminar who maintains the audio world is in a state of flux. “Many brands underestimate their audience,” Laermer notes to Mark Ramsey Media president Mark Ramsey in a one-on-one interview. “There is no sense of teasing-out the information about that brand, starting with something small; building upon it; and getting people excited about it.” Referring to Google as the “ultimate PR player, author-media trainer-blogger Laermer states, “They have built upon one message, which is the democratization of everything – even their missteps have always been messaged as the democratization of ‘X,’ ‘Y,’ or ‘Z.’ I respect that a great deal.” One major problem with brands is that everything is short-lived. “In the PR and advertising world, we refer to it as ‘GMOOT,'” Laermer points out of the “Get Me One Of Those” acronym. People who stand behind things “get ahead much faster,” he states. “That seems like common sense but as Aristotle said, ‘There is nothing common about common sense.’ Every single person we interact with – regardless of age – is looking for something to talk about and something to report. If we are consistent, we have the ability to give them that.” It is Laermer’s contention that “public figures” such as on-air personalities and podcasters need to convey what they stand for, “what they believe in, and what they are certain about” because, “These are things that people actually care about. People do want to know what a ‘personality’ thinks about ‘the issues.’ In the land of the tease, you want to be certain that people will come back for more.” Advising that, “It cannot be about the technology,” Laermer states, “It has to be about who are you and what you are putting out there.” Featuring 11 Ramsey-conducted interviews and five presentations, the two-day hivio 2015 conference was held Thursday (6/4) and Friday (6/5) at Hollywood comedy club The Improv.
Henner Among hivio Highlights. To punctuate his point of the “power of audio,” Mark Ramsey Media president Mark Ramsey played several seconds of the unmistakable bumper from Jerry Seinfeld‘s sitcom “Seinfeld,” which debuted in May 1990. It had its last telecast just over eight years later (September 1998) – thus has been in syndication longer than its original NBC primetime run. That and classic clips from Orson Welles‘ legendary “War of the Worlds” (including how purposeful “dead-air” is a potent way of using audio) were cleverly woven in by Ramsey yesterday (Thursday, 6/4) in his scene-setting opening remarks of hivio 2015, the two-day Los Angeles confab focusing on compelling content in a world of limitless distribution. Eight segments – including three 30-minute presentations – followed Ramsey’s 20-minute introduction in a fast-paced four-hour seminar at Hollywood’s landmark comedy venue, the Improv. One of those eight segments was a one-on-one interview Ramsey conducted with Marilu Henner, in which the author, sitcom actress (“Taxi,” “Evening Shade”), “Celebrity Apprentice” participant, Food Network host, and memory expert discussed her daily radio project. Downplaying her celebrity status, Henner insists she is just “a neighborhood girl from Chicago” and in many ways simply “the girl next door.” Enamored with radio’s spontaneity, she states she is “a very auditory person” and that has “always been” her passion. This past May 13 commemorated the one-year anniversary of the radio show fronted by effervescent Los Angeles-based Henner. The daily talk entity is executive-produced by Sun Broadcast Group, which handles affiliations and national sales as well; Genesis Communications Network provides satellite delivery and streaming audio for the show. Unique in today’s talk radio landscape on multiple levels, the three-hour (9:00 am – noon PT) project is female-targeted (rather than geared to angry, white men); it is non-political; and the host, while still relatively new to radio, has amassed sterling accolades on several entertainment platforms. In other words, Henner is anything but a one-trick pony. Perhaps the greatest surprise she encountered in the first year of doing the radio program is the extent of her love of it. “I knew I would like it a lot but I am really passionate about it,” she stresses. “I feel like people are letting me into a very ‘cool-kids’ club.” Missing from Henner’s daily radio program though is a political concentration because, “That’s not what I am here to do,” she points out. “I love to talk with celebrities, do lifestyle things, and play ‘Defend Your Gender.’ I try to stay away from politics and religion.” Each of her programs features as many as seven guests and Henner actually enjoys doing the copious associated daily research. “I can always find that little nugget from their past or a connection I might have with them,” she boasts. Some of her peers might be afraid to do a daily radio show because, as Henner opines, “They feel it is a lot of work and takes a lot of energy. It is hard work and you have got to love it.” Paramount in her role as a host is to be a good listener, especially given that “things happen so quickly and you don’t want to miss” anything important. Recalling what she stated as a keynote speaker at last month’s NAB, Henner says, “Of all the great things I love to do in my life, radio is the best of all of it. It has the immediate feel of a live performance; the personal expression of writing a book; the storytelling of a movie; global reach of a long-running sitcom; and it is like opening night on Broadway – every single day. This is what I get to do.” Each morning, she wakes up wondering how she “can make my show better” and as soon as she gets off the air, she maintains that she cannot wait until the next day’s broadcast. One of the best pieces of advice Henner has received so far came courtesy of veteran talk host Dick Cavett, who suggests she view on-air discussions with guests as “conversations” rather than “interviews.” Another popular talk host’s name was invoked when Henner mentioned her fond admiration for David Letterman. “I did his show many times and he was very good at ‘riding the wave,'” she remarks. “He might have had questions [prepared for him] but being able to be “in the moment” made him such a genius. He did not let anything slide.” Henner’s candor in Thursday’s 20-minute hivio conversation with Ramsey is consistent with her radio persona. “I had a baby on national television, so I have no secrets,” she proclaims. “You can ask me anything; I will talk about anything; and I will remember anything. I am genuinely interested in people.” Her unique memory capabilities have been frequently chronicled, including several times on “60 Minutes” and Henner comments, “Developing a stronger autobiographical memory is really your [best] line of defense against meaninglessness that you have. You can figure out what is from your past; how to bring it to your present; and how you can inform a better future. Everything you have been through is already on your emotional hard drive. Whether or not you acknowledge it, it’s making you behave in certain ways.” Anticipating there is “a whole new frontier” for her, Henner declares she, “loves radio,” and moreover, she is “obsessed” with it. Also featured on Thursday’s agenda were similar one-on-one Ramsey-conducted discussions with Scott Baker of The Blaze; Mike Schneider of TV Guide; Jake Shapiro of PRX; and Richard Laermer of RLM PR; hivio 2015 concludes later today (Friday, 6/5) with another four-hour block at the Improv.
I Want to Be a Part of it, New York, New York. Radio consultant Holland Cooke is gearing up for next Friday’s Talkers New York 2015 conference at the India House Club in Manhattan’s Financial District and he has some thoughts about how to maximize your trip to New York, from a professional standpoint. Take it from an intrepid radio pro, there are smart ways to get the most out of industry events such as this one. Cooke says, “”Reach out NOW to those you’d like to tag-up in New York, and schedule some face time. If it’s only a latte at that Starbucks diagonally across from India House, you’ll have a more meaningful conversation than ad hoc in the din within. I’ve been scheduling my Talkers time for weeks now.” Read more from Holland Cooke here.
iHeartRadio Reports 70 Million Registered Users. The digital audio platform of iHeartMedia is reporting it has hit the 70 million registered users threshold. Claiming it has reached that mark “faster than Facebook or any other digital music or streaming service,” the company says “its digital footprint alone spans nearly 80 million social media followers across its network, significantly more than any of its competitors and are integrated on 60+ devices (and counting).” iHeartRadio says that its social engagement (Facebook and Twitter) share is 68% — topping Spotify’s 17%, Tidal’s 12%, Pandora’s 2% and Rdio’s 1%.
Odds & Sods. The newest podcast from Compass Media Networks features college football and NFL star Craig James. Titled, “Airing It Out with Craig James,” the weekly program will deliver “unique and compelling insights into the world of college and NFL football.” The inaugural episode features guests Art Briles – Baylor University football coach – and NFL legend Roger Staubach…..KFI, Los Angeles’ Mo’ Kelly show will broadcast live from Comic-Con at the FOX Sports Grill San Diego on July 11. The Mo’ Kelly show airs on the iHeartMedia news/talk station Saturdays and Sundays from 6:00 pm to 8:00 pm. Last year’s broadcast from Comic-Con featured Orlando Jones of “Sleepy Hollow,” Iron Mike Tyson, AMC’s “Halt and Catch Fire” creator/executive producer Christopher C. Rogers and even Comedy Central’s super duo of Key & Peele…..NFL Hall of Famer Sonny Jurgensen will be back as part of the radio play-by-play team for Washington Redskins Radio Network broadcasts this season. Red Zebra Broadcasting says Jurgensen, who’s been part of the team’s broadcasts since 1981, will join Larry Michael and Chris Cooley in the booth.
Jim Blasingame Wins Axiom Business Book Award. Talk show host and small business and entrepreneurship expert Jim Blasingame is being honored with the Axiom Business Book Award for his third book, The Age of the Customer: Prepare for the Moment of Relevance (SBN Books 2014). The book has reportedly sold 40,000 copies. Blasingame, whose radio show is nationally syndicated by Talk Shows USA, states, “It’s a great honor to receive the Axiom Business Book Award. Of course, we’re also pleased at the response from business leaders of all size companies, who’re using my book to transport their businesses to where their customers already are, in the Age of the Customer.”
TALKERS Weekly Affiliate Roundup. The Dave Ramsey show is now airing on Salem Media Group–owned KYCR, Minneapolis “Business 1570” from 5:00 pm to 8:00 pm daily…..“Legends of Success with John Resnick” joins the lineup at KJCE, Austin, Texas and WBCF, Florence, Alabama…..Tim Constantine’s “The Capitol Hill Show” is now airing on WMEX, Boston in the early evening slot.
From Sardi’s in Times Square, Joan Hamburg’s Tony Awards Show. Pictured here at the iconic New York City eatery is WABC, New York personality Joan Hamburg (right) with actresses Tyne Daly (left) and Harriet Harris (center). The two are up for Tony Awards for the show “It Shoulda Been You” and joined Hamburg for the special event that took place on Thursday (6/4). The taped show features special Broadway guests who dropped in to talk about their shows, nominations, and much more. One hundred of Hamburg’s loyal listeners joined her for the sold-out production. It will air on WABC on Saturday from 1:00 pm to 3:00 pm.
2016 Presidential Prospects Top News/Talk Story for Week of June 1-5. The growing list of candidates for president in 2016 – including the just-announced candidacy of Republicans Rick Perry and Lindsey Graham – was the most-talked-about story on news/talk radio during the week. At #2 was ISIS’ military progress in Iraq and Syria. Coming in at #3 was the Hillary Clinton email issue followed by the expiration of the Patriot Act tied with the TSA failing the explosives detection tests at #4. The Talkers TenTM is a weekly chart of the top stories and people discussed on news/talk radio during the week and is the result of ongoing research from TALKERS magazine. View this week’s entire chart here.