news INSIDE >> Monday, May 13, 2013
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news INSIDE >> Monday, May 13, 2013
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GET MORE NEWS & UPDATES @ <strong>INSIDE</strong>RADIO.COM<br />
<strong>Monday</strong>, <strong>May</strong> <strong>13</strong>, 20<strong>13</strong><br />
>> FRANK SAXE<br />
Frank@insideradio.com<br />
>> PAUL HEINE<br />
Paul@insideradio.com<br />
(800) 275-2840<br />
THE MOST TRUSTED NEWS IN RADIO<br />
Radio’s Return On Investment is put to the test. A more accurate gauge of radio advertising effectiveness is expected to<br />
become widely available to marketers this month. After years of testing, PPM data will be finally be fed into the sophisticated<br />
marketing mix models that are used by 70% of major national advertisers to allocate their ad spend. The result of a partnership<br />
between Arbitron, Gfk MRI and Media Monitors, the breakthrough has the potential to funnel more<br />
ad dollars to radio by allowing it to be fairly compared to TV and other media in the influential ROI<br />
tools. “This is long overdue,” says Maribeth Papuga, EVP & director of local investment and activation<br />
at ad agency MediaVest. “Radio has been absent from the table for the past 10 years, as television<br />
released respondent level data and enabled agencies and marketers to refine their audience study<br />
beyond the age/sex demographic.” Linking PPM ratings with Media Monitors commercial airplay data<br />
will give advertisers access to audience information for the specific date, quarter-hour and station<br />
on which each of their commercials ran. That will allow them to better evaluate and optimize their<br />
ad schedules against specific targets. Three case studies conducted by Sequent Partners of the<br />
system showed radio’s return on investment improved from 27%-78%. But inputting the right data<br />
Radha Subramanyam<br />
is only the first step. Clear Channel EVP of insights, research and analytics Radha Subramanyam<br />
says the industry will also need to promote a “cultural change” in the buying community to get them to use the more accurate<br />
data. “I think we are up against a degree of inertia,” she says. “But I’m very hopeful that between us, advertisers, agencies<br />
and the modeling companies themselves, we will do the right thing by our clients.”<br />
As radio joins the party, validity of marketing models is questioned. Just as radio is about to be more accurately<br />
depicted in the sophisticated tools that control how billions of marketing dollars are spent, some critics are raising questions<br />
about marketing mix models. CBS chief research officer David Poltrack plans to present research about what he sees as<br />
flaws in the ROI tools at a conference next month hosted by the Advertising Research Foundation, which he chairs. At issue<br />
is whether today’s models have kept pace with an explosion in media choices for marketers and whether one modeling<br />
technique fits all media. “Radio or other online audio channels may have specific characteristics related to the tie-in with DJ’s<br />
or endorsements, so the value of the property might not be fairly evaluated for the community value it provides,” MediaVest<br />
EVP Maribeth Papuga says. “If the model allowed the results to be indexed higher based on this community value, it may<br />
show a better picture of how it worked within the media mix.” Given the size of ad budgets and the need to evaluate how<br />
each media channel works to support a marketing objective, buyers and sellers say the modeling tools are here to stay.<br />
“We’re at the beginning of the journey,” Clear Channel EVP of insights, research and analytics Radha Subramanyam says.<br />
“A lot more work needs to be done, but at least we’re on the right track.”<br />
Industry invests in other tools to prove its effectiveness. A better representation of radio’s contribution to ad campaigns<br />
has become a top industry priority. But radio’s not putting all its eggs in one basket. In addition to marketing mix models,<br />
the industry is working on other ways to prove its Return on Investment. “We believe we have to explore and invest in a<br />
range of forms of measurement,” Clear Channel EVP Radha Subramanyam says. “No marketer has only one goal that can<br />
be answered with one set of tools.” By combining its own research with insights and analytics<br />
from external data providers, she says the company is developing tools that offer “a more<br />
holistic picture” of how a campaign met an advertiser’s needs, whether that’s brand building,<br />
social media engagement or product sales. Dubbed Smarter Mix, the initiative has already<br />
produced a study conducted by Katz Media Group and the Media Behavior Institute’s USA<br />
<strong>news</strong> <strong>INSIDE</strong> >><br />
>>Web radio becomes<br />
part of pledge drives<br />
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NEWS <strong>Monday</strong>, <strong>May</strong> <strong>13</strong>, 20<strong>13</strong><br />
Touchpoints service showing how auto, QSR and financial services advertisers who reallocated the last 5%-15% of their TV<br />
dollars to radio saw up to 24 % higher reach for the same spend — with no negative impact on TV reach. Radio investing<br />
more in research to demonstrate its impact is music to agency ears. “Working with the data and enabling others to view it<br />
firsthand versus only those who can afford to purchase the data might be a good way to build more value,” MediaVest EVP<br />
Maribeth Papuga says.<br />
Study finds radio, TV and print each have their own lanes on Twitter and Facebook. Radio’s not alone in using Twitter<br />
to reach Americans. TV stations and print outlets are also active participants in the Twitterverse. A new study finds that no<br />
one medium has the edge, but rather people are using the social networks differently depending on what they’re consuming.<br />
Most radio stations are playing up their Facebook pages over Twitter and that’s the social network seeing the most radio<br />
action. The study found radio users are avid content “likers” — and are 46% more likely to “like” something on Facebook<br />
than someone using TV or print. Other local media outlets play to their strengths, too. The content generated by <strong>news</strong>papers<br />
results in print outperforming all other media in generating retweets. Their readers are 54% more likely to retweet a story than<br />
someone listening to radio or watching TV. Lots of local television stations encourage viewers to share photos or videos with<br />
the local <strong>news</strong> team, and the study found TV viewers are 85% more likely to post photos and videos than users of all media.<br />
Analysts say the report highlights the growing inter-relationships between the various media outlets and social media. The<br />
study was paid for by the TV Bureau of Advertising (TVB) and conducted by Colligent, a social affinity mapping company,<br />
using Nielsen and Kantar Media data. It analyzed social media behaviors among 167 million Facebook and Twitter users<br />
across 1,823 radio stations, 4,400 primetime TV programs, 570 TV stations, 358 <strong>news</strong>papers, and 540 consumer brands.<br />
New World Trade Center hopes to attract radio, TV tenants. For America, the topping off of One<br />
World Trade Center on Friday was a 1,776 foot symbol of America’s resiliency. But the spire that now<br />
sits atop the 104-story building will serve a purpose for radio and television broadcasters, as developers<br />
hope to lure them back to the site where the twin towers stood until 9/11. The 408-foot mast, which<br />
cost $34 million to build, weighs 758 tons and includes a broadcast antenna. The Durst Organization<br />
will market and operate the site together with its existing broadcast facility at 4 Times Square, which<br />
since 2001 has been used by several radio and TV stations. No radio group has said whether it will<br />
return to the lower Manhattan site, but Spanish Broadcast System’s “Amor 93.1” WPAT-FM is the most<br />
likely. It has been operating under special temporary authority since 2001, first from Times Square<br />
and currently from the Empire State Building. WPAT-FM’s latest STA expires June 12. Other stations<br />
that previously broadcast from the World Trade Center included New York Public Radio’s WNYC-FM<br />
(93.9), which has been on the air from Times Square since 2001 and plans to move to a new transmitter site on the Empire<br />
State Building in the coming weeks. Columbia University’s WKCR-FM (90.9) is also now broadcasting from Times Square.<br />
Family Radio finances reportedly led to decision to sell big market FMs. Family Radio has sold FMs in New York,<br />
Philadelphia and Washington over the past two years, pocketing $71 million. The Contra Costa Times reports it may<br />
have had no choice, saying the religious broadcaster has seen donations plummet 70% since 2011, when founder Harold<br />
Camping made headlines with a prediction of an end of the world. The paper says the not-for-profit took out a $30 million<br />
bridge loan to operate while it sold off some assets. It also downsized its staff. Camping hasn’t shied away from the fact<br />
that the organization is in a difficult financial position, telling listeners last fall it needed to sell some big stations or “go off the<br />
air completely.” In New York and Philadelphia the company has relocated to AM stations. Family Radio currently owns 64<br />
full-power stations and more than 100 translators. It also has seven low-power TV stations. Board member Tom Evans has<br />
taken over operations since Camping suffered a stroke in 2011. He told the Times he’s thankful they didn’t spend all they had<br />
before the predicted rapture date, and since then the company has made “quick changes” in operations. Some staffers say<br />
Family Radio is in trouble, but Evans says it’s not as bad as they claim. He points out some money has even been returned<br />
to people who gave their life savings to the broadcaster before the judgment day prediction. Evans says the biggest concern<br />
MORE NEWS >> <strong>INSIDE</strong>RADIO.COM PAGE 2
NEWS <strong>Monday</strong>, <strong>May</strong> <strong>13</strong>, 20<strong>13</strong><br />
would be paying off debtholders if Family Radio went out of business. Camping is now 91, and Evans said the company will<br />
continue after he’s gone, telling the paper it would “continue to operate just fine without him.”<br />
FCC extends indecency comment period. With about 100,000 comments already filed, the FCC isn’t wanting for more<br />
public comment on its proposal to focus indecency enforcement on the “most egregious” violations and away from fleeting<br />
expletives. But the National Association of Broadcasters says it’ll take them and others time to read all those comments and<br />
respond to the policy, legal and constitutional issues that are brought up. It also needs to gather input from NAB members<br />
and determine how the rule change could impact stations and networks. The FCC thinks that’s a good reason to lengthen<br />
the timeline by 30 days. Public comments will now be due June 19 with reply comments due by July 18. Some broadcasters<br />
have said the fleeting expletive rules are too black-and-white and didn’t allow the FCC to consider the shades of grey that<br />
live radio and TV situations can present. While activist groups have flooded the agency with comments on the proposal, the<br />
public seems less upset by what it hears and sees. The number of indecency complaints dropped 19% last year after an<br />
even larger decline a year earlier.<br />
Huckabee hopes to continue radio show. Syndicated talk personality Mike Huckabee is rolling back some comments he<br />
made last week to an Arkansas business <strong>news</strong>paper about the future of his show. Huckabee earlier suggested he wasn’t<br />
sure he wanted to stick with the routine of a daily three-hour program. But in an interview with NewsMax Huckabee says<br />
he would like to remain on the air. “I’m hoping that we’re going to continue right on,” he said. Huckabee said he plans to<br />
be on the air this week and “for the long term.” His Cumulus Media Networks show launched in April 2012 and now airs on<br />
more than 200 stations.<br />
Beyond radio, cell phone carriers may get other media to also pay up. The radio industry is being asked to commit $45<br />
million over the next three years to get FM installed and activated on 30 million Sprint smartphones. A price to admission<br />
is something new for radio, but with the cell phone the go-to device for millions of Americans, there are signs some media<br />
companies may be willing to pay a toll to distribute their content on them. It would upend the argument that’s ruled the<br />
day so far — that compelling media content is what drives consumers to buy the higher-priced data plans in the first place.<br />
ESPN is reportedly in discussions with wireless carries about subsidizing the data plans of big sports media consumers who<br />
eat through their data plans listening and watching play-by-play. The Wall Street Journal says the idea is ESPN content<br />
wouldn’t count against a mobile subscriber’s monthly data cap, making the sport network’s mobile apps more attractive.<br />
While streaming audio is growing, video is what’s eating the most bandwidth. ComScore reports 182.5 million Americans<br />
watched 39.3 billion online content videos in March, while the number of video ad views reached an all-time high at <strong>13</strong>.2<br />
billion. The Journal says one large carrier told ESPN that it watched the sports network’s mobile app usage drop after users<br />
hit their monthly data ceiling. One option apparently being discussed is sharing ESPN’s mobile advertising revenue with the<br />
carriers. No deal appears close although the Journal says ESPN has already had talks with at least one carrier.<br />
AP partners with spoken work audio aggregator Stitcher. Stitcher Radio and the Associated Press have partnered to bring<br />
AP audio <strong>news</strong> to mobile listeners. The AP Mobile app now features 3-minute streaming audio updates powered by Stitcher.<br />
The audiocasts will be available on the iOS version of AP Mobile in addition to a special partner page on Stitcher’s iOS and<br />
Android apps. AP’s <strong>news</strong> updates will also be available on Stitcher. CEO Noah Shanok says <strong>news</strong> is the top category on<br />
Stitcher with more than 70% of listeners accessing global <strong>news</strong> and information regularly. Among Stitcher’s content partners<br />
are CBS Radio News, Fox News Radio and NPR.<br />
The virtual tote bag: webcasts bring pledge-free programming to public radio. The vast majority of public radio’s<br />
operating funds come from listeners, and four times a year stations go on the air recruiting new members. But once they’ve<br />
made that pledge, the challenge has been keeping them from being annoyed by the pitch. Web radio has become the solution,<br />
with several public broadcasters rolling out pledge-free streams for listeners who’ve already opened their wallet. “We’re trying<br />
to find different ways of engaging our audience all the time with the public radio model,” says Matt Abramovitz, program<br />
MORE NEWS >> <strong>INSIDE</strong>RADIO.COM PAGE 3
NEWS <strong>Monday</strong>, <strong>May</strong> <strong>13</strong>, 20<strong>13</strong><br />
director of “Classical 105.9 WQXR, New York. The New York Public Radio-owned station, along with <strong>news</strong>/talk KQED-FM,<br />
San Francisco (88.5); <strong>news</strong>/talk WHYY, Philadelphia (90.9); and “Classical New England” WCRB, Boston (99.5), are now<br />
offering the benefit to listeners. KQED was first to experiment with the idea in 2011, and other pubcasters took notice. With<br />
small variations, each essentially works the same way: listeners who become monthly givers — sustaining members in public<br />
radio parlance — or those who meet a certain level on a single pledge are given a special code. When<br />
they go on the station’s website they use it to access a webcast free of any pledge drive pitches. WQXR<br />
has been working on the project for about a year and listeners won’t get a stripped down simulcast, but an<br />
entirely different stream. WQXR also offers specialty streams for opera, new music and a classical holiday<br />
webcast. “Digital is where we’ve seen tremendous growth over the last few years,” Abramovitz says. “We<br />
see a lot of people using our service on mobile phones, desktop computers, and so we’re expanding our<br />
reach in the digital sphere.”<br />
Public radio looks for repeat customers. The typical public radio station gets 39% of its funding from<br />
listener donations, according to the Corporation for Public Broadcasting — a figure that’s expected to grow<br />
in coming years. Recently there’s been a shift has away from one-off donations. “We see the model of fundraising in public<br />
radio shifting a bit more to sustaining members who give to us on a monthly basis,” WQXR fundraising manager Amy Jaine<br />
Wielunski says. They’re more likely to keep giving than those who make a one-time gift. Even so, PD Matt Abramovitz says<br />
on-air membership drives remain the most efficient way to reach a large portion of their audience. “We’re still acquiring new<br />
members every drive,” he says. “So I don’t think they’re on the way out.” KQED, San Francisco chief operating officer Donald<br />
Derheim has said offering a pledge-free stream is a great solution for supporters, but the station is looking at other things too.<br />
Inside Radio News Ticker…Tower jumper lands into arms of the law…A 22 year-old man who’s making a habit of jumping<br />
off towers was arrested on Friday after he scaled a razor wire-topped fence surrounding a Columbus, OH broadcast tower.<br />
Cops say he then climbed the 893-foot tall tower and parachuted off it, landing nearby in a corn field. James Allen Hare<br />
was charged with trespassing. The tower is currently used as a backup site for broadcasters and cellular services. The<br />
Columbus Dispatch says Hare claims to have climbed and jumped from 71 structures, including other towers...Soda season<br />
has new advertiser…Soft drink advertising heats up over the summer, so why not make-at-home soda SodaStream USA<br />
president Gerard Meyer said last week that the company is using a radio advertising campaign tied in with Mother’s Day<br />
and Father’s Day, and it will stay on the air through the summer. But he said the company sees itself as less a part of the<br />
summer beverage marketing blitz and more as a small appliance seller. “We enter the house that way,” Meyer explained.<br />
So SodaStream expects to spend more on advertising around the winter holidays than the summer ones…Read the latest<br />
People Moves HERE.<br />
Students save college FM. There’s more proof that young adults are still not only listening to radio, but also making a career<br />
out of it. After the Pennsylvania College of Technology announced plans to end its mass media communications major at<br />
the end of the current semester, prospects for the school’s WPTC (88.1) looked grim. Without that major, the College said<br />
the expense of owning a radio station didn’t make a lot of sense. But students rallied and collected signatures on petitions<br />
and now WPTC will live on. Penn College has stuck a deal to sell WPTC (88.1) to the Williamsport Lycoming Broadcast<br />
Foundation for $125,000. The Foundation was created to ensure that Penn College and local high school students will still<br />
have hands-on broadcasting training in the future. It will be overseen by Williamsport broadcaster Todd Bartley, who is general<br />
manager of Colonial Radio Group’s “ESPN Radio” affiliate WLYC (1050, 104.1). The station airs a modern rock format when<br />
the college is in session. Starting today it goes full-time jazz for the summer.<br />
Inside Radio Deal Digest —<br />
Pittsburgh — Richard Mellon Scaife is selling his 70% stake in all-<strong>news</strong> KQV (1410) to the daughter and son of his longtime<br />
business partner Robert Dickey Sr. His equity is being transferred to Cheryl Scott and Robert Dickey Jr. for $200,000 in a deal<br />
that pegs the value of the AM at $285,000. The Dickey Family Trust owns another 20% of KQV, with Clyde Slease holding the<br />
remaining 10% equity. Robert Dickey Sr. died in December 2011 at the age of 84. After managing the pioneering all-<strong>news</strong><br />
station WINS, New York for several years, he moved to Pittsburgh carrying with him the all-<strong>news</strong> format to KQV. When Taft<br />
Broadcasting wanted to sell the station, he and Scaife bought KQV in 1982.<br />
Stockton, CA — Robert LaRue has struck a deal to buy the Stockton-licensed translator K290AG at 105.9 FM which it tells<br />
the FCC it plans to use to give “Classic Country 1420” KSTN an FM outlet. LaRue will pay seller Family Stations $30,000<br />
for the signal. LaRue has also filed to change the transmitter site for the translator, which would give it better coverage of<br />
the Stockton market.<br />
Boise — Randal Williamson’s Treasure Valley Broadcasting files to convert its local marketing agreement for Boise market<br />
regional Mexican “La Raza 1450” KWEI from Media Enterprises from $20,000. Treasure Valley already owns “Kool Oldies<br />
99.5” KKOO and “Classic Country 1260” KTRP in the area.<br />
— Read More News, Ratings, People Moves and Job Listings at www.InsideRadio.com —<br />
MORE NEWS >> <strong>INSIDE</strong>RADIO.COM PAGE 4
CLASSIFIEDS <strong>Monday</strong>, <strong>May</strong> <strong>13</strong>, 20<strong>13</strong><br />
qual<br />
AMERICAN URBAN RADIO NETWORKS<br />
American Urban Radio Networks is seeking<br />
an experienced media professional to support our<br />
Strategic Promotions & Marketing Department in<br />
our New York office. Candidates must have a minimum<br />
of three years experience associated with multi-media<br />
promotions, digital marketing and web maintenance.<br />
Knowledge of search engine optimization a must.<br />
Please e-mail your resume and desired salary range<br />
to: spm@aurn.com. E.O.E.<br />
VICE PRESIDENT OF PROGRAMMING<br />
Beasley Broadcast Group seeks a Vice President of Programming<br />
to oversee its portfolio of 44 stations. A knack for developing creative<br />
campaigns and viable business opportunities that extend station onair<br />
brands to the digital space is important, as is the ability to optimize<br />
each station’s social media platform.<br />
This highly qualified candidate will bring solid relationships – and an<br />
aptitude for building new connections – with artists, labels, industry<br />
consultants and research companies. If you fit this profile, have experience<br />
in multiple formats and are willing to travel to Beasley’s eleven mid- and<br />
large-size markets across the country, send resume to:<br />
denyse@bbgi.com<br />
10 years programming<br />
experience preferred.<br />
Equal Opportunity Employer<br />
qual DIGITAL SALES MANAGER<br />
FLORIDA<br />
CBS Radio Tampa seeks<br />
an experienced Digital<br />
Sales Manager with a fresh<br />
perspective and proven ability<br />
to create unique ways for<br />
advertisers to connect to their<br />
key audiences.<br />
Experience should include<br />
developing/leading sales<br />
professionals, building strong<br />
relationships with clients,<br />
vendors, and interactive<br />
agencies; managing the<br />
valuation of online inventory;<br />
and overseeing the pre-sales,<br />
insertion order, and ad delivery<br />
processes.<br />
Apply through our career center:<br />
www.cbsradio.com. E.O.E.<br />
STATIONS FOR SALE<br />
Mid-Atlantic AM/FM<br />
Combo for sale.<br />
One hour from<br />
Washington D.C.<br />
Owned facilities conveyed.<br />
Great revenue and cash flow.<br />
Please contact:<br />
MidAtlanticAMFM@gmail.com<br />
PRODUCER<br />
Major Market station is<br />
looking for a full time<br />
Morning Show Producer.<br />
Great opportunity for a quick<br />
learner that works well under<br />
pressure. 3 years of broadcast<br />
experience required. E.O.E.<br />
Send cover letter and resume<br />
in confidence to:<br />
apply@insideradio.com<br />
qual ADVERTISING AGENCY FRANCHISE OWNER<br />
Boston, Worcester, Springfield, Cape Cod MA, Hartford, New Haven CT, Portsmouth,<br />
Manchester NH, Portland ME, Charlotte, Greensboro NC, Columbia SC<br />
Viamark Advertising, the leading advertising agency franchise company, is seeking<br />
strategic thinkers to own and operate their own Advertising Agency. With extensive<br />
experience in marketing and media sales management, Viamark’s founders have<br />
developed a unique business model that allows our owners to get up and operational<br />
quickly. We provide the resources to help our franchisees offer media buying, creative<br />
services, ad production, and digital services to each of their clients. If you have ever<br />
dreamed of owning your own ad agency that serves the complete needs of your clients,<br />
Make Your Mark and contact us today. We are initially looking for qualified candidates<br />
in the markets noted above, but will consider other markets on the East Coast.<br />
Requirements:<br />
• 5+ years media sales and/or management experience; or,<br />
• 5+ years ad agency experience in account mgmt and/or business development<br />
• Local market knowledge and contacts<br />
• Creative and strategic thinker<br />
• Relationship oriented, rather than transactional oriented<br />
• Composed and capable of managing multiple tasks at once<br />
• Positive and outgoing<br />
• $40,000 available to invest<br />
To learn more about Viamark,<br />
visit viamarkfranchise.com<br />
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Managing Editor, Frank Saxe frank@insideradio.com 800-275-2840 x702/Senior Editor, Paul Heine<br />
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