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Radio Gets The Message On Native Ads. As “native advertising” increases its penetration throughout the media buying arena, radio is making sure it gets a piece of the pie. According to a report from Nielsen, “With many publishers and advertisers acclimating to life in the digital era, native advertising has grown into one of the fastest, hottest areas in online marketing.” The trend unites traditional advertising and content marketing by crafting specifically targeted brand messages that blend with the native content surrounding them. And at the end of 2014, 26% of advertisers said they would spend more on native advertising this year than in 2013. Among agencies, 39% said they planned to increase their native ad spend this year. Both iHeartMedia and CBS Radio have in place senior-level execs to oversee branded content initiatives, while Hubbard-Washington has Jason Fornicola as its director of Custom Media for talk “Federal News Radio” WFED, Washington (1500). Gayle Troberman, chief marketing officer with iHeartMedia, told Inside Radio earlier this year that marketers seemingly have an “endless appetite” for branded content and that audio represents a “greenfield” opportunity for them. “Great branded content is about telling great stories and owning those as a brand,” Troberman said. “This is about overtly bringing the brands to life and giving them an opportunity to tell richer stories across platforms.” Among success stories in native advertising was a 2014 initiative between CBS, the New York/New Jersey/Connecticut Lexus dealers and the Metropolitan Golf Association, in which sports “The Fan” WFAN (660, 101.9) personality Craig Carton offered recorded vignettes that were broadcast on The Fan, “NewsRadio 880” WCBS, classic hits WCBS-FM (101.1) and WCBS-TV (channel 2) and featured on the company’s cbsnewyork.com portal. Uniting golf enthusiasts with the car brand, Altitude Group executive VP Rich Lobel said the campaign highlighted the automaker’s “pursuit of perfection and came to life on a very local level.”
Two Crucial Steps To Podcast Ad Success. After a decade of gradual consumer adoption, marketers and their agencies are giving podcasting serious consideration, new research shows. But to succeed on the sprawling, untamed podcast landscape, audio providers must deliver on two crucial counts, according to Andy Sippel, senior VP, Media Consulting, at Advertiser Perceptions, a research firm that surveys media buying decision makers. “Get the product offering right,” Sippel advises podcasters. “Make sure that you are identified as the leader because right now, no one is identified as such.” With some 300,000 offerings available through iTunes and across a growing number of aggregator platforms, podcasting is like the Wild West. “Serial” may have put it on the mainstream map but no platform currently dominates the space. Beyond the lack of a market leader, podcasting is held back by measurement shortcomings. The number of downloads is a common metric but it typically doesn’t reveal how many listens a podcast received from who and for how long. Help may be on the way. The Interactive Advertising Bureau Podcasting Working Group has been tackling the issue, and they along with Triton Digital (in concert with Edison Research) are reportedly working on ways to measure the space. “This is indeed a challenge,” Amplifi Media founder & CEO Steve Goldstein tells Inside Radio in an interview. “Each new media has gone through measurement challenges. But in spite of all that, many advertisers are having great success and live reads are a terrific standout environment.” Desirable Demo—Podcasts bring in an advertiser coveted audience, making them difficult to resist; read more at InsideRadio.com.
On The Inside with...
STEVE GOLDSTEIN
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Podcasts Play Up Targetable Strengths. The fragmentation of radio formats continues to make the medium more targetable for marketers looking to hone in on narrow demographics and life groups. Now podcasting has put fragmentation on steroids, as hundreds of thousands of podcasts cover virtually every imaginable topic from science, health and politics to comedy, news and sports. Many of the shows are narrow in appeal by design. “We’re talking about shows with audiences that might not amount to gigantic numbers—even looking at standards of what is considered a successful podcast—but smaller numbers might still be a very high concentration of enthusiasts,” Brendan McDonald, executive producer of “WTF with Marc Maron,” said on a Westwood One webinar Wednesday. “You can do a very successful ad buy for that if you have a very specific product for those listeners.” The rise in advertiser interest in podcasts parallels a trend in media buying away from traditional demographics to more specific audience segments that align with the product or service being marketed. In that sense, podcasting may hit paydirt, providing advertisers can find those needle-in-the-haystack alignments that mesh with their message. “If I were an advertiser, what I would be interested in is the ability to mix and match and play favorites by my own knowledge of the content,” McDonald said. “We’re finding that in dealing with ad sellers, the ones who are most successful are the ones who know podcasts.” ‘WTF’…Every Week?!—Marc Maron’s podcast has an extremely committed audience, which is golden for its advertisers; go to InsideRadio.com.
Rosenworcel Touts FM Chip’s Value In Crisis. Efforts to continue equipping mobile devices with radio receivers received a boost yesterday from a high-ranking FCC official. Commissioner Jessica Rosenworcel spoke favorably about radio-enabled mobile devices, and their potential for disseminating information during emergencies, during the FCC’s Open Commission Meeting. “We can strengthen our security even further by having active FM chips in our smartphones,” Rosenworcel said as the commission considered a rulemaking to improve the effectiveness of wireless emergency alerts. “There are market developments right now that are making these chips more available and we should encourage these industry discussions to continue.” AT&T and T-Mobile recently announced they would activate radio chips on their Android devices, while Sprint began the practice in 2013. Rosenworcel joins a growing group in Washington encouraging wireless providers to activate FM chips in smartphones. FEMA administrator Craig Fugate, House Subcommittee on Communications and Technology chair Greg Walden (R-OR), Homeland Security Committee ranking member Bennie Thompson (D-MS) and Transportation Committee ranking member Peter DeFazio (D-OR), Rep. Andre Carson (D-IN) and members of the Congressional Black Caucus have all previously voiced support for the activation of radio chips in smartphones. The NAB was quick to praise Rosenworcel for her endorsement. “NAB salutes commissioner Rosenworcel for her comments,” executive VP Dennis Wharton said in a statement. “We look forward to voluntary activation of radio chips in all smartphones.”
Bilingual Emergency Alert Gets First Test. The well-known radio phrase that begins “This is a test” took on renewed meaning with Tuesday’s first-ever U.S. bilingual Emergency Alert System (EAS) message. As the fourth in a series of regional alert tests conducted by the Federal Emergency Management Agency (FEMA), the test contained information blocks in both English and Spanish. The message, delivered courtesy of FEMA’s Integrated Public Alert and Warning System (IPAWS) was sent to stations in Wisconsin, Minnesota, Arizona, New Mexico, Utah and Nevada. According to test organizers, full-message text and true voice spoken word audio messages were sent, received and broadcast by participating test partner stations, as reported by Radio World. Edward Czarnecki, senior director for strategy and global government affairs for Monroe Electronics, the parent company of the utilized emergency communications platform Digital Alert Systems, said, “The successful completion of this test gives us and our broadcast partners confidence that we have a flexible and workable path forward to support multilingual public alert and warning in this country.” The bilingual EAS test message was sent at 1:20pm PST from the FEMA demonstration booth at the International Association of Emergency Managers conference in Las Vegas. FEMA notified all EAS device manufacturers ahead of time of the intent to originate a CAP message containing two fully populated information blocks to ensure that there would be no adverse reaction,
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reported Radio World. At the booth, attendees watched screens and listened as the local Las Vegas CBS affiliate played the message in English, while an Entravision station played the Spanish version. Good Step In Any Language—The test was part of efforts to adopt bilingual messaging that have been in place since 2006; for more go to InsideRadio.com.
Breaking Newsy: Radio App Makes On-Demand Play. Streaming video news service Newsy yesterday launched Newsy Radio, moving parent company E.W. Scripps deeper into the on-demand audio world, with Newsy increasingly making a name for itself by delivering video news to on-the-go (and in-demand) Millennials. The new audio app for Apple’s iOS platform delivers short-form world and national news, and in a matter of weeks, the so-called over-the-top service has launched apps for Apple TV, Roku, Google Chromecast and Amazon Fire TV. Now it is branching into audio, promising to help keep consumers up on the news quickly with a concise, to-the-point presentation. The app includes a 15-second rewind button and allows users to fast-forward to each story with big, finger-friendly controls and choose between normal and higher-quality audio. Coupled with the July purchase of podcast network Midroll Media, Newsy Radio expands the menu of audio offerings from Scripps, which picked up 34 radio stations from its merger with Journal Communications. Within weeks of acquiring Midroll, Scripps radio stations were already finding cross-promotion opportunities with the five-year-old podcast network. Scripps CEO Richard Boehne touted “a lot of great synergy ahead there” between radio and Midroll during the company’s second-quarter results call. For Scripps stations such as news/talk powerhouse WTMJ, Milwaukee (620), the launch of Newsy Radio may present another cross-promotional opportunity.
Ad Insider: Constellation Pulls Tab On New Brew. Constellation Brands, primarily a wine company although it also has U.S. distribution rights for Corona, is the latest company to buy a craft brewer, and it set a new record doing so. Constellation is buying San Diego-based Ballast Point for $1 billion. Ballast Point is currently distributed in 30 states and Constellation plans to expand into other areas….In other F&B news, McDonald’s will replace its Dollar Menu with a McPick 2 option starting January 4 allowing customers to pick two from a selection of McDouble, McChicken, small fries and mozzarella sticks for two bucks….Quaker Steak & Lube has filed for bankruptcy protection and will put itself up for sale. TravelCenters of America has already put a bid in for $25 million, but the bankruptcy court would be free to accept a higher bid. Quaker Steak currently has 59 locations….NPC International, the largest Pizza Hut franchisee says it’s doing better at its 143 Wendy’s units (a 3.1% same-store sales increase) than at its 1,263 Pizza Huts (a 0.9% decline on top of a 0.7% drop in the same quarter last year)….Urban Outfitters (which also operates Anthropologie and Free People) has bought a 3-location Philadelphia pizzeria and plans to offer food in some stores in the future. The chain reported a 1% same-store sales increase in its latest fiscal quarter.
Trump Makes New Radio Ad Push In Primary States. Following Donald Trump’s first radio ad buy in early November that aired in 11 markets in three states, the presidential candidate is launching a second sweep. The spots are part of an overall $300,000 ad buy on radio.
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The new 60-second ads appeared on Trump’s website Wednesday, Nov. 18, and will soon air on stations in Iowa, New Hampshire and South Carolina. This time, his message is focused on the Paris terrorist attacks, and suggests that his brand of leadership is needed to keep America safe. In one spot, Trump says, “The tragic attacks in Paris prove once again that America needs to get tough on radical Islamic terrorism. President Obama and other politicians have consistently failed us,” as ominous music backs his voiceover. “It’s amazing that the United States can have a president who is so out of touch, but it’s also dangerous.” Trump goes on to promise to “bomb the hell out of ISIS,” according to The New York Times. He has also vowed to stop illegal immigration, starting with the wall he would build along the Mexican border. Another Iowa-focused ad features Sam Clovis, a long-time operative in the state who defected from Rick Perry’s campaign to become national cochairman for Trump. “I’ve gotten to know Donald Trump and was so impressed I wanted to be part of this historic effort,” Clovis says. “I trust him, and that’s the highest praise I can offer.” While $300,000 is relatively small by presidential standards, 2016 election ad spending is expected to set records. Wells Fargo Securities senior analyst Marci Ryvicker last week forecast $6.0 billion of total political spend in the 2016 elections, up 16% from the 2012 races.
Equal Pay, Jobs Still Elusive For Women Execs. Women in media have long battled against a glass ceiling in promotion and pay, but those realities are slightly better at public media outlets. Still, according to Current’s inaugural study of public TV and radio stations in the top 25 markets, women hold about 39% of the top jobs, and their compensation lags their male counterparts. The survey analyzed gender split and pay among top executive posts at 85 public media stations and found that men were the highest-ranking executives at 52 stations. However, females are making better inroads with public media than at commercial radio stations, where, last year, women accounted for just 17.4% of general managers, 11.2% of program directors and 30.4% of sales managers, according to a report from Mentoring and Inspiring Women in Radio (MIW) Group. The MIW has been monitoring radio’s gender split in executive ranks for 15 years, and notes that female representation has only inched up slowly in the last decade. And while women in public media are better represented among executives, their compensation still trails. On average, women public media executives are paid about 83 cents for every dollar their male peers earned. That’s somewhat better than the national average, where women earn 79 cents for every dollar men are paid, according to Current. (Of the 85 stations Current surveyed, 11 did not provide or publish executive compensation.) Dollars and Sense—What were the latest reported ranges of female exec pay at public stations? Go to InsideRadio.com.
Latest In Hostile Software Could Cost Advertisers $3B. It even sounds menacing. A newly discovered “botnet” malware could potentially cost advertisers nearly $3 billion by the end of next year, according to a report released Wednesday by ad-fraud prevention firm Pixalate, as reported by Advertising Age. Deemed Xindi—taken, literally, from the names of hostile aliens on “Star Trek”—the mechanism enriches its creators by delivering real ads to simulated audiences. So far, Pixalate estimates the advertisements have made a massive dent of 78 billion ad impressions. Xindi is designed to attack computer networks at blue-chip organizations, “all the better to mimic desirable Web traffic from affluent consumers,” Ad Age says. “It has hijacked as many as 6 to 8 million computers in more than 5,000 networks, including 10% of the companies listed in the Fortune 500, 1,500 university networks and more than 200 government organizations,” according to Pixalate. Specifically, high-end ad inventory is valued at as much as $200 per thousand impressions when buyers believe they are putting targeted ads in front of highly paid executives at major corporations, Pixalate CEO Jalal Nasir told the publication. “There has been a huge uptick with Xindi and it will continue to make money and will be a major portion of online traffic in 2016.” Xindi also increases advertisers’ bills by selling at an unusually rapid pace, because its protocol for programmatic ad sales doesn’t watch for users that have clicked the “submit” button multiples times during a short period and count them only once. The botnet malware may be going after big companies and university networks because they have high bandwidth and stellar reputations in the ad-tech world.
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FRIDAY, NOVEMBER 20, 2015On the Insidewith...
Check out other recent Insider Interviews >> Jim Thompson | Elvis Duran | Tommy Page | Deon Levingston | Scott Herman | Jimmy Steal | Kevin Gallagher | Gordon Smith | Peter Smyth | Pierre Bourvard | Paul Brenner | Rod Phillips | Anthony Bay | Lary Wilson | Kristin Kolodge
On The Inside With... Steve GoldsteinAfter nearly three decades as Saga’s Executive VP and Group Program Director—from 1986 through March 2015—Steve Goldstein heard the call of a new opportunity, in the land of podcasting. As founder & CEO of Amplifi Media, he specializes in the development of on-demand digital audio, with an ear on recruiting and developing talent, while adapting audio content to a time-shifted, on-demand environment. Goldstein spoke with Inside Radio about the burgeoning podcasting arena, as well as his veteran perspective on terrestrial radio.
IR: After three decades in broadcast radio programming, what attracted you to podcasting? I have actually been programming for—gulp—close to 35 years, with 28 at Saga. For most of that time, radio has had a wide moat around it. It “owned” the car and was part of a limited local media environment. But that is changing now and I wanted a front row seat. What is occurring with video is happening, albeit a bit more slowly, with audio. The irrefutable future is on-demand content. Think about TV: Nobody channel surfs anymore, they record shows or go to Netflix and YouTube. Overall, audio listening is increasing, which is great, but radio will continue to lose share as other forms proliferate.
IR: In the eight months since launching Amplifi Media, how has the business grown and what types of clients are you working with? I’m working with stations, station groups and radio networks to develop strategies and content. I’m working with some individual podcasters and also made an investment in a startup in the space. I’ve also done a lot of speaking engagements.
IR: How big is radio’s on-demand audio/podcast opportunity? It can and should be big. Edison data shows AM/FM is still dominant with 55% of audio listening. But that means today, nearly half of all audio listening is with other sources. As the connected car becomes more prevalent and other options become available, the pressure will be on to retain and hopefully build share. Thirty-two million people listened to a podcast last
week; that’s more than listen to satellite radio. Among Millennials, four out of 10 listen to podcasts each month. So the stakes are becoming more significant and thus more important. Being at the DASH conference two weeks ago was an eye-opener. Apple Carplay will be in all GM cars starting next year, and a podcast button will be front and center, but you will have to go back to the car’s digital platform to find AM/FM.
IR: Should stations focus on clipping the best segments from their broadcast programming for
on-demand consumption or work on generating new digital-only programming? Let’s divide things up. Time-shifted audio is really a retention strategy, so getting the content onto more platforms is a good idea. Make it easy for people to find and listen to good content at a convenient time. That requires some curation. Just shoving hours of programming online is a lazy strategy and so far not very fruitful. Nobody has three hours to listen to the radio show on the air, and they are not going to do it online. So it requires rethinking and repackaging. Some stations use short clips. That’s a great way to feature a snippet from the football coach, or share audio with a friend. Digital-only is original content and that is where I think the long term win will be. It can give a station more voice in a local market.
IR: Why is it important to keep podcasts short? It depends on the mission. For some, long works fine. NPR runs some extremely successful hour-long shows, but the data I have seen is pretty compelling: 40% of listeners are gone within 7 minutes. That’s more about developing, curating and executing great content. People have short attention spans and demand quality. There are niche programs, which can be more indulgent. If you are into fly-fishing or real estate, it can be a pleasurable deep dive. In podcasting, I would say, go as long as you need to, and then stop. But it is a show and people vote with buttons.
Lowdown on the Download: Goldstein on measurement challenges, listening idiosyncrasies and where podcasting is headed. Read on at InsideRadio.com
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FRIDAY, NOVEMBER 20, 2015CLASSIFIEDS
ACCOUNT EXECUTIVE WITH LISTSACRAMENTO
Entravision Sacramento is looking for a radio seller with an affinity and experience selling the CHR format for Hit Music Station Hot 103.5FM. Duties also include
selling Wolf 101.9FM, and top Spanish language stations Jose 104.3FM and Tricolor 99.9FM. Ideal candidate is
a strongwilled, forceful, and determined sales professional who can call on local businesses to sell integrated
marketing solutions that include radio, digital and event marketing. Candidate will manage an existing list as well as COLD CALL for new business development. Must have strong communication and presentation skills and develop customized marketing plans that include research. Must
be customer focused and able to adapt to different selling situations. Periodic client entertainment is required.
Guaranteed draw, generous commission and bonus
structure. Candidate must prospect and develop new business. Knowledge of Wide Orbit, Nielsen, Salesforce
as well as Microsoft Office.
Send resume with cover letter to: [email protected]
Entravision Communications is an EOE. Women and minorities are encouraged to apply. Entravision
Communications Corp participates in the EVerify system to verify eligibility for all new employees.
Come join the sales team at one of the finest broadcast companies in America!
Salem Media of New York is looking for a Sales Manager for our two local radio stations, AM 970 The Answer and AM 570 The Mission. Key to this position is the ability to energetically and creatively lead a sales team in local direct spot sales campaigns. This position is ideal for an individual who is experienced as a sales manager or an accomplished AE looking to take the next step in his/her career. Salem offers a competitive salary and comprehensive benefits. Please CLICK HERE to apply.
Or, Contact: Laura Sheaffer Assistant to General Manager, Jerry Crowley
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to schedule an interview.
Salem Media Group is an equal opportunity employer.
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LSM & DSM — HEARST RADIOBALTIMORE
Hearst is one of the nation’s most diversified media, information and
technology companies and we believe in impactful live and local radio.
Our Baltimore stations are news/talk powerhouse WBAL-AM and the legendary 98 ROCK, and we are the
flagship for the Baltimore Ravens and Navy Football.
We need both a Local Sales Manager
and Digital Sales Manager who share our desire to combine superior local content with exceptional sales leadership. Our team is determined
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To Apply and Learn more about Hearst and these leadership opportunities:
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