Advertiser Specials and Station Giveaways

Do you have a Twitter feed for "insanely great" offers from your advertisers (real ones) and station giveaways and free events?

What if you could generate 6 or 7 really useful things that help your listeners every day.

How many would follow you?

Twitter reports on the number of followers. Even shows little pictures.

Would that impress your advertisers?

Programmers: Are You Really Doing Everything You Can for the Clients?

When successful, radio stations bring together clients and listeners in ways that benefit both. Programmers, this is your concern and worry too.

Newspapers have had an advantage over radio. They had coupons. The ad copy could be read again. It didn't just disappear into thin air like a radio spot's audio.

What is your station web site? Is it not a place for coupons? Can't your ad copy go on it and be read again?

Are the  coupons there? Is the ad copy there?

No, not on the front page. But there. Use keywords, or "...slash [advertiser]" mentions in the spot copy.

Kick it up a notch

Why not make it possible to change the coupon every hour?

Why not change the client's ad copy every hour?

When there is a sale, why not allow an advertiser to respond to actual conditions? Maybe some items are hot. Tell the listeners!

A web site can make changes that fast. But can they guarantee your kind of local coverage, and get the message out in the next 60 minutes?

No, only radio has that kind of megaphone. It is our strength. So let's augment it with an amazing level of client service and responsiveness.

Instant Gratification

Create the ability to make a change - in improvement for the client in under 30 minutes.

Can't do it? Okay. But ask yourself just how serious you are about making it in today's attention economy.

This is worth having a serious meeting about. Include the programmers. How can you remove the friction and delays in the conversations between advertisers and your listeners? How can you help the right people get together? Who on your staff will be responsible for what? What happens at 5:15pm on Friday, or 2:00 PM on Saturday? How do you simplify your systems for rapid ad copy and web site updates? How do protect yourself from claims that "I never told you to do that!"

You simply must answer those questions. Otherwise, who needs radio?

How Many People Generally Like Your Music?

 

Never Done Before Analysis, Now on the MusicVISTA Report Menu

There is a new item on the Report Menu: How Many People Generally Liked The Music?

It brings up the following analysis dialog:

Why I Designed This New Report

It began as an offhand comment and ended with a new analysis added to MusicVISTA. A programmer friend of mine said “I wouldn’t want to listen to the opinions of people who don’t even like 75% of the music in the AMT.”

I realized that I have never considered that issue. Do most people like 75% of the songs in your AMT?

What is your guess for your station? I think most programmers think that at least a majority of the people like 75% or more of the songs.

Maybe it would be less if you threw in a bunch of questionable songs just to see if any of them surprise you and test well. But otherwise, it seems like most people should like most of the songs.

So I modified MusicVISTA to measure this. As illustrated in the screen above, you can choose from any break, and you can check the music acceptance at any level from 1 to 100% of the songs.

Surprising Results

In the few tests I’ve had the chance to look at so far, the overall average for the Total Sample is:

19% of the Total Sample like at least 75% of the songs.

It was 28% in the screen above, looking at Males. For Total Sample, this station’s result was only 15%.

Are you surprised at how low that is? I am. In fact, I find it a little disturbing. It is something to think about.

Again, using only the few tests I’ve been able to look at, 28% of Pure Core format fans like at least 75% of the songs.

All future MusicVISTA AMTs will include this analysis.

Now We Care What The Diary Says?

It is amusing.

For many months, every radio consultant and programmer with an opinion is talking about the new "reality" of the PPM ratings. We have 3 (or is it 6?) times the cume as we ever knew about when we used that inferior diary methodology. Our TSL sucks. There is no loyalty. Don't say anything. It all causes instant tuneout. The sky is falling!

Now, the Nielsen survey in Lexington, KY, tells us that people in households with only cell phones spend much more time with radio than those who have regular telephones. They are also younger. They're probably smarter, nicer to their mothers and never forget to floss.

Since regular telephones have been the basis of ratings surveys until now, this is fantastic news!

The consultants (some of them) are ecstatic.

These are the same consultants who swear the the diary survey is horribly flawed, worthless really. PPM rules.

But the Neilsen survey in Lexington, KY is a diary survey.

Oops.