Category Archives: Sales

November 3, 2019 · 4:00 am

How is Radio Affected by Being Efficient?

EfficiencyI started my professional radio career in the 10th grade of high school. However, I started dreaming about being a disc jockey for as long as I can remember. I built my own AM/FM radio station in the basement of my parent’s home and broadcast to about a three block radius around my house.

Lots of People

In my early professional days, radio was people, lots of people!

Every aspect of running a radio station required people to make things happen. Sales, bookkeeping, reception, disc jockeys, copywriters, news anchors, reporters, engineers, production and promotions people with layers of management on top of every department, up to the general manager who oversaw the entire operation.

As an example, CKLW a stand-alone AM radio station in the Detroit metro, had 23-people just in their news department. Today that’s about double the total number of people running a cluster of AM/FM radio stations in any metro.

Was radio efficient back then? No.

Was radio effective? YES!

Did radio make money? Tons of it!

The Gatekeepers

What traditional media had back then, were gatekeepers. Newspapers, magazines, radio and television had people charged with making sure there was a good flow of information and entertainment. These people acted as filters, and overtime they developed standards and ethics that all Americans could rely on.

It wasn’t perfect and mistakes were made, but it got us through the 20th Century and unified us as a nation.

The New Gatekeepers

The birth of the internet ushered in a new gatekeeper, the algorithm. Now lines of code would replace people as the filter for what Americans read, see and hear. Unfortunately, these lines of computer code lack transparency in how they filter the flow of information.

Have they been encoded with a sense of civic responsibility? Who knows?

Is the flow of information the same for everyone? No, it has been personalized to our likes and dislikes. It has put each of us in our own information silo.

Bowling Alone

In 1995, Robert D. Putnam wrote an essay entitled “Bowling Alone: America’s Declining Social Capital”. The essay chronicled the decline in all forms of in-person social interchange. What Putnam saw in his research was that the very foundation Americans had used to establish, educate and enrich the fabric of their social lives was eroding. People were now less likely to participate in their community, social organizations, churches, and even their democracy.

This trend has only been accelerated by social media and the internet. The unintended consequences of the internet are, that it has isolated each of us to a web of one. Algorithms have taken what Putnam saw happening in the last century and put it on steroids in this century. All in the name of driving more efficiency.

Efficiency Bubble

The “efficiency bubble” means that efficiency is valued over effectiveness in today’s world. It’s a term coined by Will Lion of BBH advertising.

Rory Sutherland, Vice Chairman of Ogilvy in the UK, recently shared this personal experience that demonstrated the efficiency bubble.

“The absurdity of the efficiency bubble was brought home to me in a recent meeting with an online travel company. The conversation repeatedly included the mantra ‘the need to maximize online conversion.’ Everyone nodded along. Clearly, it is much more efficient for people to book travel through the website than over the telephone, since it reduces transaction costs. But then someone – not me, I’m ashamed to say – said something revelatory: ‘Ah, but here’s the thing. Online visitors to the site convert at about 0.3%. People who telephone convert at 33%. Maybe the website should have a phone number on every page.”

“Perhaps the most efficient way to sell travel is not the most effective way to sell travel. What, in short, is the opportunity cost of being efficient?”

“Nobody ever asks this question. Opportunity costs are invisible; short-term savings earn you a bonus. That’s the efficiency bubble at work again.”

Consolidation is Just Another Word for “Efficiency”

During radio’s massive consolidation, Excel spreadsheets produced by new minted MBAs screamed a multitude of ways to have radio stations become more efficient. Unfortunately, the fast-lane involved the elimination of tens of thousands of radio jobs.

And it’s still going on as I write this article.

I don’t ever remember anyone asking about “opportunity costs” being sacrificed in the process.

In the last radio property I managed before entering higher education as a broadcast professor, I would spend my final year going to corporate meetings about Reductions In Force (RIFs) and coming home with a thumb drive that had dates to open new pages in an Excel spreadsheet, that listed what people and what departments were to be eliminated next.

It’s my belief that efficient radio chases away listeners, effective radio creates them.

Blame It on Competition

Tech Guru Pete Thiel blames the efficiency chase on competition. “More than anything else, competition is an ideology – the ideology – that pervades our society and distorts our thinking,” says Thiel.

When all radio companies chase the same efficiency metrics, they all end up sounding the same, their websites end up looking the same, and in essence, they’ve turned the creative medium of radio into a commodity.

Deregulation of broadcast, as I wrote about in The Birth of Radio in America article, now has virtually all of the radio stations in a radio market owned by one or two companies.

Radio always stole great ideas from other radio stations around the country, but most often those stolen ideas were massaged and improved upon in the process. Everyone was upping the game through their own creativity lens, and each radio station had its own unique sound.

Unfortunately, along with corporation radio came the concept of “Best Practices”. This would be yet another contributor to the end of personal creativity at radio stations, all in the name of more efficiency.

Emotions

Roy H. Williams, the Wizard of Ads, says we buy things emotionally and justify those buying decisions rationally. The pursuit of efficiency is a rational answer to an emotional problem.

The radio business was never built on Excel spreadsheets and doing what was most efficient, it was built by creative people who touched others emotionally. Be it station imaging, air personalities, promotions, contests, community events, advertising or marketing, radio always went for people’s hearts.

The successful radio stations today still foster those emotions in their listeners and advertisers.

They’re just becoming harder and harder to find.

 

 

 

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September 29, 2019 · 3:00 am

Hope You Enjoy Your Stinkin’ Phones

Express FinalThat headline graced the cover of the final edition of Express, the free commuter paper published by The Washington Post. It was created only 16-years ago, as a free paper for commuters in the DC area to read on their daily metro commute into Washington. It all came to an end on Thursday, September 12, 2019.

“I’ve always known this day would come.”

-Dan Caccavaro, Executive Editor

The 130,000 daily circulation Express launched in 2003. At that point in time, iPhones weren’t even on anyone’s radar and Facebook was something only students at Harvard were using to communicate with their fellow classmates. The world had yet to be invaded by Tweets, SnapChats or Instagrams.

Those of us in business were getting our first Blackberry smartphones that allowed us to read our emails while away from our offices.

Flip Video

When it debuted in 2007, the Flip Ultra became the best-selling camcorder on Flip_VideoAmazon.com. It was so popular the line was taken over by Cisco in 2009. Fifteen improvements were made to the Flip video camcorders, until in 2011 when Cisco shut down the entire Flip Video division.

From its introduction as the “Pure Digital Point & Shoot” video camcorder on May 1, 2006, till it vanished only four short years later, the reasons for its demise can be traced to the same root disruption that took down the Express.

The introduction of the iPhone on January 9, 2007.

Downton Abbey Movie (No Spoiler Alert Needed)

This past Friday, Sue & I went to see the Downton Abbey movie. The theater was packed. Many of the movie’s patrons had not been in a movie theater in years, but due to this series airing on PBS and now all six seasons being available on Amazon Prime, legions of fans were heading off to their local movie houses.

“Studios ignore the maturing audience at their peril.”

-Hugh Bonneville, Lord Grantham in Downton Abbey

It’s not just the movie studios who are ignoring mature audiences, other forms of media would be well advised to sit-up and take notice.

The movie continues asking the central question raised by the television series; how does a place like Downton Abbey fit into the modern era? I’m sure It’s the same question every form of traditional media is asking themselves.

The Radio Corporation of America (RCA)

IMG_3994Following World War I, America saw a future in long-distance wireless telegraphy using high-power radio stations. In the United States, British owned Marconi Wireless Telegraph Company of America ruled the airwaves, but in order to stay competitive, it needed the new equipment for broadcast, manufactured by General Electric Company.

President Woodrow Wilson and the U.S. Navy decided that America needed to become the leader in global communications, convincing GE not to sell its equipment to Marconi, unless he agreed to give up his American based division to an all-American company.

That new company, RCA, would begin business on December 1, 1919. Its Chatham Radio, WCC (Wireless Cape Cod), became the largest U.S. maritime radio station. RCA succeeded in making America the leader in global radio communications.IMG_3974

2019 marks the 100th anniversary of the birth of Radio Corporation of America. RCA was reacquired by GE in 1985 who proceeded to breakup its assets. The RCA brand today is now owned by a French multinational corporation.IMG_3981

At one time, WCC was fully staffed with 30-people, most of them radio operators. Working around the clock, they would handle 1,000-messages a day. During the busy periods, as many as 10-operators would be on duty at the same time. The messages were all sent in Morse Code.

The radio station closed in 1997. The 100-acre site was sold to the town of Chatham, Massachusetts. The Chatham Marconi Maritime Center was founded in 2002 and operates the center as a museum and promotes the advancement of youth STEM education in the communications science.

Morse Code served as the international standard for maritime distress until 1999, and was replaced by the Global Maritime Distress Safety System. The French Navy ended its use of Morse Code in January 1997 with the final transmission “Calling all. This is our last cry before our eternal silence”. The final Morse code transmission in America was on July 12, 1999. The United States signed off its use with Samuel Morse’s original 1844 message, “What hath God wrought and the prosign “SK”. (The SK prosign was Morse code short-hand for “End of Contact” or “End of Work”.)

Commercial Radio Turns 100 in 2020

Next year, on November 2, 2020, commercial radio in America will celebrate its 100th birthday. That was the day that KDKA became the first commercially licensed radio station to begin broadcasting.kdka

Which brings me back to the Downton Abbey movie, which asks the question of great estates that I feel also applies to commercial radio stations, “Are we right to keep it all going, when the world it was built for is fading with every day that passes?”

“Hope is a tease designed to prevent us accepting reality.”

-Dowager Countess of Grantham

One has to wonder how long the style of radio that many of us grew up with will still be around. In many ways, it’s already disappeared, such as people being replaced by computerized automation. It’s much the same path that the radio station WCC experienced before it was closed down and turned into a museum.

To paraphrase the words of the Dowager Countess in dealing with the world’s only constant, change, and putting it in perspective; today’s broadcasters are the future of radio. The broadcasters who came before us lived different radio lives, and our descendants will live differently again. They will take over and build upon a communications world where we left off. Soon, today’s broadcasters will be the old curmudgeons keeping everyone up to the mark. I’m sure the future of communications will be an exciting time. “I think I shall prefer to rest in peace.”

“At my age, one must ration one’s excitement.”

-Violet Crawley, Dowager Countess of Grantham

 

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September 8, 2019 · 3:00 am

What’s the Purpose of a Radio Station?

WSM Tower SiteRadio is a business.

Peter Drucker said the purpose of a business is to create a customer.

For radio, that means creating two types of customers: 1) a listener and 2) an advertiser and when done correctly, a radio station makes a profit.

Making Money

For most of my radio career, radio enjoyed a revenue expansion that rivaled the infamous “internet bubble.” Owning a radio station was considered a license to print money. Bottom lines often delivered a profit of 25 to 50% or more, so, while those profits were noticed by Wall Street investors the ownership limits on radio stations kept them away. Investors were frustrated that there was no way to scale up the size of a radio broadcast company.

Telcom Act of 1996

Then President Bill Clinton signed the Telecommunications Act of 1996. It relaxed radio’s ownership rules making it possible for one company to own multiple radio stations in a single market.

Wall Street loved the change! The money poured in from eager investors, and companies like Clear Channel, Citadel, and Cumulus quickly bought as many stations as they could using other people’s money. Mom & Pop radio operations had multiple companies vying for their properties and radio station values soared.

Ownership Limits

In 1953, the Federal Communications Commission (FCC) adopted its so-called 7-7-7 rule to encourage diversity of broadcast ownership. In essence, no single owner could own more than 7 AM radio stations, 7 FM radio stations, and 7 television stations in the entire United States of America.

By July of 1984, the FCC said they sought to encourage media competition and increased the number of radio and television stations a single owner could control to 12-12-12. The FCC Chairman was Mark S. Fowler. The President of the United States was Ronald Reagan. The five member FCC was 3 Republican appointees and 2 Democratic appointees. The vote to expand the ownership limits was 4 to 1 in favor.

“Bigness is not necessarily badness,” Chairman Fowler is reported saying. “Sometimes it is goodness.”

The New York Times reported reaction on Capitol Hill to the expansion of ownership limits this way:

On Capitol Hill, there was mixed reaction to the plan to abandon all limits on broadcasting ownership in 1990, although sentiment has grown in recent years for raising the ownership maximum somewhat.

Representative Timothy E. Wirth, the Colorado Democrat who is chairman of the House telecommunications subcommittee, said, ”The 12-12- 12 rule is just as arbitrary as the 7-7-7 rule.”

Mr. Wirth said a broad bipartisan consensus in Congress favors adoption of ”objective, long-term rules that assure diversity and competition.” He said such rules would provide for increased broadcast ownership but would not completely deregulate it.”

He went to say “If they deregulate in 1990, we could end up with a handful of companies owning every broadcasting outlet in the country.”

President Ronald Reagan

Reagan loved two things, cutting taxes and eliminating regulation. Remember Reagan famously said that “Government isn’t the solution to our problems, government is the problem.” Reagan’s pick for FCC Chairman, Mark Fowler, fully embraced this vision and actively applied it to the FCC.

However, the prediction of Congressman Timothy Wirth wouldn’t come into existence until President Bill Clinton signed the Telecommunications Act of 1996. It would be the first significant overhaul of the 1934 Act in more than sixty years.

Radio station ownership in the first five years under this new act went from 5,100 owners to 3,800.

Instead of opening up ownership to new and more diverse ownership, it created an opportunity for media monopoly. The Wall Street funded radio companies could now buy out the Mom & Pops and the temptation to sell at never-before-seen-multiples was too good to pass up.

Operating in the Public Interest, Convenience and Necessity

When no one really knew what radio broadcasting would become, they did know they wanted radio to be a communications business that would serve its community of license for convenience in good times and of necessity in times of trouble. The airwaves were considered to be owned by the public, so operating in their best interests was a requirement to being an FCC broadcast licensee.

Changing Competitive Landscape

Historically, radio stations competed against one another. Most markets had such battles as, WLS vs. WCFL, WMEX vs. WRKO, WPTR vs. WTRY, KHJ vs. KRLA etc. When FM radio began to take over from AM, a station such as WABC no longer had just WMCA to beat, but now WTKU-FM too, which offered better fidelity and stereo. This new radio competition replicated in every radio market in America.

Then came Satellite Radio, followed by Pandora along with other pureplay streamers, and podcasts so that today, the radio competition landscape lines are blurred beyond recognition.

Mission vs. Platform

Today’s communications company needs to clearly define its mission and needs to earn the trust of all of its stakeholders. That means building trust between its employees, advertisers and listeners.

We need to stop thinking of “radio” as AM or FM.

We need to think of radio as being the audio leader for creating an environment for convening and supporting groups. We need to be preparing for a future that is still coming into focus.

 

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September 1, 2019 · 3:00 am

The Birth of Radio in America

Early Radio ListeningWhen World War I ended, it didn’t go unnoticed what a powerful role radio communication had played in the outcome. Led by the General Electric Company, the Radio Corporation of America (RCA) was formed in October of 1919. With guidance from the federal government, RCA brought together GE, Westinghouse, and AT&T to develop the radio broadcasting industry in the United States.

In the early 1920s, no one knew what radio might become. RCA would be the entity to coordinate the manufacturing and sales of all radio receivers. They held all the patents from GE, Westinghouse and AT&T and it was RCA that would authorize others to use these patents to produce radio receivers, as well as collect and distribute the royalties to the patent owners. GE, Westinghouse and AT&T could manufacture equipment for their own use, as well as build and operate their own radio stations.

The Interstate Commerce Commission

Initially, the regulation of radio broadcasting fell under the jurisdiction of the Interstate Commerce Commission (ICC). In 1920, interest in broadcasting ranged from amateurs to experimenters and businesses. Some talked, some played music, and some began broadcasting news of local interest and weather reports. In an effort to bring some order to what had become a chaotic broadcasting environment, the ICC decided to place amateur broadcasters into the less desirable air space, below 200-meters, as well as restrict the type of broadcasting they could air. Amateur broadcasters had to agree that their radio stations could no longer air weather or market reports, music concerts, entertainment, speeches, news or other similar information. The ICC would begin to issue a new broadcast license on the 360-meter band for radio broadcasters that would be licensed to provide such services. All the members of RCA, including RCA itself, would begin to build radio stations. Westinghouse would be the first to establish one of these new radio stations, with their own inhouse amateur radio enthusiast Dr. Frank Conrad, and what became KDKA in Pittsburgh on November 2, 1920. Westinghouse followed this station with WBZ in Springfield, Massachusetts and WJZ in Newark, New Jersey.

However, Westinghouse management quickly realized that merely providing a superior broadcast service, which would create demand by the public to buy the new radio receivers they manufactured, would be futile if their broadcasts were harassed and interrupted by uncontrolled amateurs disrupting their ability to be heard.

Quality vs. Quantity

The ICC now had a new problem on its hands. Broadcasters interfering with other broadcasters, and what kind of culture should America’s new, growing middle class, be hearing through their radio sets? Since the decision had been made to not have radio be government controlled in the United States, broadcasters said they needed the government to regulate radio in order to help establish order and control.

Westinghouse proposed a solution to the ICC, to create two classes of commercial radio service.

Broadcasters on the current 360-meter band would become Class A broadcasters and a new service on the 400-meter band would be reserved for Class B broadcasters.

In order to qualify as a Class B broadcaster and receive higher power authority (500 to 1,000 watts), the licensee would need to never play phonograph records on the air, or any other kind of recorded material. Class B broadcasters would only air live talent and performances. Such a requirement would insure the public was receiving radio entertainment that was unique and original and not available on any other radio station.

The new license would also mean that only wealthier and more established organizations would be able to afford to operate radio stations under these new conditions.

Westinghouse’s concept, having government and business working together, was a way to “improve” radio broadcasting through restricting it to “responsible” parties without stepping on anyone’s First Amendment rights as to what a radio broadcast should consist of.

The Radio Act of 1927

This act laid the foundation for what radio broadcasting in America would be for the next several decades. The first being that radio broadcasting would not be open to everyone, but restricted based on quality. The feeling being that Americans would be better served by a few quality broadcast radio stations, rather than a plethora of mediocre ones. The new act also introduced the hard to define concept of “operating in the public interest.”

Radio, unlike newspapers or the movies, was to become a government regulated medium, with decisions about quality and public interest being made through an alliance of government and private interests.

And it was with the Radio Act of 1927, that America decided that radio broadcasting would be a commercial medium operated in private hands. Radio would support itself through the selling of advertising.

Today’s Radio Marketplace

From June 1927, when 705 commercial radio stations were on-the-air in America (all on the AM band and most with transmitter power of under 1,000-watts) to June 2019, we now have 25,819 radio stations (21,209 FM / 4,610 AM) with transmitter power up to 100,000-watts on the FM band and 50,000-watts on the AM band.

The concept of quality over quantity is certainly no longer the guiding principle.

The Ad Pie

As I read about how radio revenues are doing, I’m struck that both public and private radio broadcasting companies are reporting that local advertising revenue is dismal for Q2. However, major radio stations that enjoy eating from the national trough, saw this category of advertising as their only bright spot for radio ad revenue.

While digital revenue is hoped to be a new area to grow advertising revenues for radio broadcasters, the reality is that Facebook, Google and Amazon are already gobbling up about 90% of those dollars, so how fertile is this area for broadcast radio?

Reading comments being made about radio advertising conditions, I was struck by what Beth Neuhoff, CEO of Neuhoff Communications had to say when Radio Ink asked her, “what are local advertisers saying about the economy?” She responded by saying: “Local advertisers seem less focused on the economy and more concerned about over-saturation of the competitive landscape.”

It’s something that I believe the radio industry should be just as concerned about when it comes to OTA (over the air) broadcasting.

Gone are the days when putting another broadcast station on-the-air is a license to print money. People who aren’t use to quality, always will chase quantity.

quote-quality-is-more-important-than-quantity-one-home-run-is-much-better-than-two-doubles-steve-jobs-51-96-69

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August 25, 2019 · 3:00 am

The Competition for Attention

County_Cricket_BoardsA recent news item caught my attention. The English Cricket Board says “There are 200 million players of Fortnite…that is who we are competing against.” Welcome to the 21st Century and the attention economy, where everyone – yes, EVERYONE – is competing against everyone else. This blog competes for attention against not just other blogs, but everything else in our over mediated, world. It is our technology that has caused us to be over-saturated.

Blame Gutenberg

Johannes Gensfleisch zur Laden zum Gutenberg was a German blacksmith, goldsmith and inventor. It was Gutenberg’s introduction of movable type and oil based ink printing that ushered in the communications revolution via his printing press. This was the beginning of mass communication.

Wireless Communication

The next big development would come in the form of wireless communication. First Marconi, turning wired Morse code into wireless transmission. Then the advent of voice communication followed by voice and picture communication via radio and television.

The series Downton Abbey perfectly captured how was received in the home during season five.

Smartphones

The introduction of the smartphone bumped the radio off its perch as the #1 invention of the 20th Century. The smartphone, along with the internet, changed the way we communicate with one another. They would destroy the original communications concept that professionals would communicate to amateurs. Those days are gone. Social Media Theorist, Clay Shirky, says “in a world where media is global, social, ubiquitous and cheap” and where audience is now a full participant in the communication process, it’s no longer about “creating a single message to be consumed by an individual but about creating an environment for convening and supporting groups.”

Gaming

The advent of online video gaming, such as Fortnite, is not just creating that environment for convening and supporting groups of like-minded video game players, but is competing for our time and attention. “There’s 200 million players of Fortnite,” says Sanjay Patel, managing director of The Hundred, part of the England and Wales Cricket Board. “That is who we are competing against. So, if you don’t interrupt young people in a different way, if you don’t engage them in a different way and you don’t talk to them in a different way, they’re not just going to automatically come into your sport.”

And it’s not just Cricket or something happening overseas, America’s national pastime, Major League Baseball, has seen an attendance drop of 233,000 at their ballparks from the same time period in 2018. And the 2019 NFL preseason opener, the Hall of Fame Game from Canton, Ohio broadcast on August 1st, looks to be at an all-time low in TV ratings, for the second year in a row. Down about 15% from last year’s game. Crikey, what does this mean?

Too Many Choices

We live in a world with too many choices and as broadcasters, we need to face that reality. Again, to quote Clay Shirky, “the decision we have to make is not whether this is the media environment we want to operate in, it’s the one we’ve got. The question we all face now is how can we make best use of this media?”

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August 18, 2019 · 3:00 am

Where Have All the Salespeople Gone?

emptydeskFact: the number of people working in the advertising industry is in decline. What makes this noteworthy is that America has been in an economic expansion.

For the past thirty years, advertising jobs have grown in line with the economy, why not now?

I See/Hear Lots of Ads

In my youth during the 60s/70s, it was estimated that the average American was exposed to around 500 ads per day. Those were the days where advertising was delivered by what we now quaintly refer to as “traditional media;” newspapers, magazines, billboards, radio, television and direct mail.

In today’s world of smartphones and internet, digital marketing experts estimate that the average American is exposed to somewhere between 4,000 and 10,000 advertisements per day.

With this explosion in advertising, why are salespeople disappearing?

Google It

Or Facebook it. Or Amazon it.

In reality, the world’s largest advertising companies are these three technology giants and they have realized virtually all of the growth in digitally based advertising.

Programmatic Buying

The advertising business has always been one based on building relationships, be it directly with the business owner or with an advertising agency. Programmatic buying eliminates these relationships by the use of algorithms. This allows for the placement of more advertising, on a variety of platforms, with the need for fewer people.

The downside of programmatic buying is that a company’s ads may be placed in low-quality or even offense editorial material. That’s been very troublesome for advertisers.

The High Tech/High Touch Pendulum

Throughout my broadcast career, I’ve watched the pendulum of change oscillate between a communications industry that is “high touch,” aka people talking to people, to one that is “high tech,” aka machines/automation talking to people. This pendulum oscillates on a fairly regular cycle between the two extremes.

Maybe we’re close to the apex of the pendulum swinging in the direction of high tech, and it will be moving back toward a world that demands people interacting with people again. We’ve been here before.

Digital Truths

In the current generation of digital media, we know that two things are true:

  1. No one is looking for more ads
  2. High Quality Content Rules

So, what’s the answer?

Every form of media needs to look in the mirror at itself and be honest about its advertising content and the quantity of ads it’s running. (Note: Running more low quality ads was never a solution to making your budget number.)

Whether we’re talking about the songs we program, the banter of our personalities, the content of our talk shows or the quality/content of our ads, it’s ALL important in a world where high quality content rules.

Media sales today is more about building partnerships than transactions. It is one where consistency and trust are the foundation upon which today’s sales professional becomes a sustaining resource to the businesses they serve.

Human Relationships

Advertising is influencing and influencing is fueled by relationships.

Whether it’s the relationship between an air personality and the audience, or the sales professional and the client, there’s real value in building human relationships and partnerships.

The airline industry today could save as much as 35 Billion Dollars employing the use of pilotless planes. But according to Fortune “54% of passengers refuse to board a remote-controlled plane.”

Representative

I know I’m not alone when I call a company for help and find myself frustrated having to deal with an automated voice system. Very quickly I find myself yelling over and over and over “REPRESENTATIVE.”

Are we approaching the age of algorithm burnout?

We will always opt for a real live human to work with, over a digital one.

That’s why there will always be a job for media sales professionals who are both knowledgeable and emotionally intelligent.

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August 11, 2019 · 3:00 am

The Great Ad Hack

great-hack-netflix-1564144457The other evening, I watched the Netflix documentary “The Great Hack.” It chronicles how big tech is taking our data, that we freely give away online, by both making money with our information and manipulating us.

The documentary makes one realize there’s a lot for us to be worried about.

 

Data Privacy

In an internet connected world, do we have any secrets? Everything about us is being stored, as we share our information via social networks, our credit card companies, our banks, our medical services – just about everyone we interact with online.

During the course of the documentary, professor David Carroll tries to see his data points as collected by Cambridge Analytica. Spoiler Alert: Professor Carroll wins a lengthy court case to obtain his data points. Cambridge Analytica never produces them but instead paid a fine and plead guilty for failing to do so. Not producing the data points was more important than revealing what they knew about Professor Carroll and giving the world an inside look at what they know about each of us.

Now Cambridge Analytica is liquidating to prevent anyone from ever seeing the data points they collected on anyone.

Our data privacy has always been important, but we’ve traded our privacy for speed and convenience in our internet connected world. The documentary points out that collecting and using our data points is a trillion dollar business that last year saw data surpass oil in value, making data the most valuable asset on earth.

The Persuadables

What Cambridge Analytica did was target people whose minds they felt they could change for the purposes of winning elections for their clients. In the military, such a tool is called Black Ops or False Flag tactics. Its psychological warfare used to induce confessions or reinforce attitudes and behaviors favorable to the user’s objectives.

Cambridge Analytica knew they didn’t need to change everyone’s mind, just a critical mass of people to achieve their client’s objectives.

Why did they do it? They wanted to make money, lots and lots and lots of money.

Advertising is Propaganda

The advertising “mad men” of Madison Avenue came from the propaganda operations of the United States military during World War Two. They took what they learned and applied it to selling cars, refrigerators, homes, soap etc. Great advertising seeks to persuade the reader, listener or viewer to buy a product or use a service.

Is it any surprise to anyone that as social media was born, these same methods would be applied to this platform, only on a level that was not possible through traditional media?

“These platforms that were created to connect us are now being weaponized,” says Carole Cadwalladr, investigative reporter for The Observer newspaper. “It’s impossible to know what is what, because nothing is as it seems,” she adds.

Tech Giants Crush Ad Market

Sara Fischer writes in Axios that the big tech companies like Facebook, Google and Amazon are consuming more advertising revenue than most other ad supported media combined. The reason? They have our data points and know how to effectively use them to get us to do what they want. You can read Sara’s full article HERE.

The eMarketer and Zenith Media data as graphed by Axios Visuals really shows where things are headed. (see below)

Screen Shot 2019-07-30 at 3.36.05 PM

Can Traditional Media Win?

The playing field today is so unlevel, it begs the question, if traditional media – newspapers, magazines, radio, television – can even have a fighting chance to win advertising dollars.

As a consumer, do you think you stand a chance to not be influenced by the tech giants when they are using your own information against you?

I encourage you to go deeper in this subject by both watching the Netflix documentary “The Great Hack” and reading Sara Fischer’s column “Tech Giants Still Crush the Ad Market Despite Looming Threats.”

Then I hope you will share your thoughts in the comments section of this blog article.

The future of our world is being shaped by the lack of data privacy.

I’d love to hear your thoughts.

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August 4, 2019 · 3:00 am

WPLJ Changed Format

WPLJOK, that’s not exactly new news. The latest New York City PPM Ratings show that WPLJ, now airing EMF’s Christian Contemporary K-Love format, went from a 3.1 (6+ Mon-Sun, 6a-12mid) before the format change to a 1.5 rating.

WPLJ Didn’t Die, It Changed — Again

On May 31st, the last day that WPLJ aired a Hot AC format before switching to a Contemporary Christian format, you would have thought the station had turned in their FCC license from all the hand wringing going on in the commercial radio community.

WPLJ, who’s call letters stood for White Port and Lemon Juice, began its life as WJZ-FM in the 1940s, later switching to WABC-FM WPLJ-FM's_95.5_Original_Logo_From_1971in the 1950s and simulcast 770AM-WABC. In the late 1960s it became one of the early album-oriented rock radio stations in America. On February 14, 1971 it was renamed WPLJ to clearly separate it, and its programming, from its Top 40 sister, Music Radio 77 – WABC, at that point in time the most listened to radio station in the world.

In June 1983, WPLJ changed from its album-oriented rock format to a hits format. (It was May 10, 1982 that 77-WABC changed its format from Music Radio to Talk Radio.)Power 95

On Thursday, December 17, 1987, WPLJ changed its call letters to WWPR to better promote its marketing slogan “Power 95” and its new Top 40/CHR format.

A year later, the call letters were switched back to WPLJ. mojoradio

In 1991 when Scott Shannon was hired, the branding was changed to MOJO Radio and by 1992 the station had transitioned to programming a Hot AC format calling itself “95-5 PLJ.”

Things Change

wklv-weremovingThe only constant in life is change.

The history of New York’s 95.5 FM signal has been one of both call letter and programming change since it was birthed in the 1940s. EMF changing the format to its popular and successful K-Love format does not spell the end of anything. It’s a new beginning.

Audience Surge

Those final days of the Hot AC version of WPLJ saw its raw Nielsen numbers take the station’s listenership rank from 13th to 3rd in the Big Apple.

It had nothing to do with the music played, or any of the other programming elements the station used, but it had much to do with the personalities that returned to WPLJ. The people behind the microphone caused a surge in people tuning in 95.5 FM. WPLJ listeners wanted to hear their favorite radio personalities one more time.

Radio’s Secret Weapon

To me it was living proof that radio’s secret weapon for attracting listeners is its air personalities.

Similar audience increases were witnessed in Washington, DC on WRQX and in Atlanta on WYAY, as each of those radio stations’ air personalities, past and present, said goodbye before turning over the keys to EMF and their national religious format.

EMF

The Educational Media Foundation (EMF) has grown into a Christian radio behemoth. It’s a nonprofit 503(C) 3 corporation that is supported by the listeners to its radio stations that become donors. Much like Public Radio, EMF radio stations conduct twice annual fundraisers and all listener contributions are fully tax deductible to the extent allowed by law. EMF’s broadcast network is the largest Christian media radio network in the United States, now reaching over 47 states.

EMF states their primary purpose is “to create compelling media that inspires and encourages our listeners to have a meaningful relationship with Christ.” “The programming is designed to provide encouragement, inspiration, and a deeper understanding of the Christian heritage.”

It must be fulfilling its mission, as its listeners have continued to fund EMF’s growth year-after-year, and there’s no reason it will stop anytime soon.

Funded by Listener Support

Could your radio station fund itself by listener support? Have you invested in your programming and air personalities to create something so special that listeners want to support you for fear of losing the service you provide?

It certainly makes you stop and think about your value to the market you serve.

The WPLJ signal is one of the best FM signals in New York City and I’m sure that in its evolution to Contemporary Christian programming will allow it to enjoy a radio life for many years to come.

You might say, WPLJ has been born again

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July 28, 2019 · 3:00 am

Results, Returns, Referrals

Roy-and-Pennie_Williams

When Roy & Pennie Williams were asked how they measured the success of The Wizard Academy, they responded that it came down to three things.

 

 

FIRST

How often they heard of academy students who took what they learned, and then put that into action back home, making a major difference.

SECOND

How often academy students returned for additional classes.

THIRD

How many new students came to the academy based on the enthusiastic recommendation of a person who had been to The Wizard Academy.

In essence, it came down to getting results, having return students and earning referrals.

Sales Success

When I read Roy & Pennie’s metric for measuring success of The Wizard Academy, it reminded me of the same principles I used when I began my radio sales career 40-years ago.

For every new client I called on, I wanted to leave with one of two scenarios: a) make a sale or b) make a friend.

I learned very quickly in my sales career that people buy from people they like and know. They buy from their friends – a trusted source.

Once a client made a purchase of an advertising schedule, I needed to create advertising copy that told the client’s story that was uniquely their own. I needed to make a difference in their cash register rings. I needed to work at building a sustaining relationship with this new business.

Till Forbid

I was taught that buying advertising was like getting married. It wasn’t a one-time thing, but an on-going relationship, that should be nurtured and grown.

No one says, “I’ll try marriage for a week and see how it works.”

They make a commitment.

Advertising, to be effective, takes that same kind of commitment.

So, all the advertising contracts I sold had no-end-date on them. They would air until the client said they wanted to cancel.

Referrals

When your hard work for a client makes a real, positive difference, then you are in the position to ask for referrals. Satisfied customers are more than happy to refer you to other business people they are friends with, and who they would like to see enjoy the same positive advertising benefits they have experienced.

When you move from cold calling (calling on business people you don’t know and who don’t know you) to working from referrals, the sales process becomes more fun and much more productive.

Success Breeds More Success

People love to be with a winner.

If you build your sales career in this manner, each success story will bring you more referrals from people who believe in you.

Sales is, after all, the transference of confidence.

No one can better tell your success story, than the people who’ve experienced their own success, because of you.

 

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July 21, 2019 · 3:00 am

Radio Knows What to Do

Munster RadioRon Robinson is a Canadian radio curmudgeon that writes a weekly column in Radio Ink. A recent column asked the question, “Will More Data and Tech Help Radio?” I thought I’d take a go at answering this question in this week’s blog.

Spoiler Alert: The Answer is NO

Radio seems to be awash in data and tech, more is not what’s needed. Radio knows what to do but isn’t doing it.

Education that is not put into action, is simply entertainment.

Likewise, having too much information can be as useful as not having any information. Moderation is the key to everything.

People Listen to Radio

I have no doubts that people are listening to radio. Unfortunately, the proliferation of radio stations has fractionalized any one radio station’s listening audience. Gone are the days of big double digit shares of listening to any radio show or radio station.

Nobody cares if your radio station is #1. (They never did.)

Are Your Listeners Responding?

For the advertiser, it’s always been about cash register rings. That’s the ONLY audience measurement they ever cared about.

To accomplish driving this metric, means an investment in the copywriting process. It means advertising representatives who know how to find each advertiser’s unique characteristic that will become their story. It means having relatable communicators who can tell the story in a way that engages the listener and inspires them to action.

I personally have been studying why people do the things they do for over three decades. And have been a disciple of Roy H. Williams aka The Wizard of Ads for almost as long.

Any radio person serious about getting their advertiser results should be investing in their people’s education at the Wizard Academy.

Social Media

I’ve been writing this blog for almost five years now and post it to different social media platforms. Looking at the metrics about where readers come, from #1 would be from Facebook. Facebook not only comes in first, but what comes in after it, is far behind in impact.

I’m thinking that your local advertisers may be experiencing something similar if they’ve used Facebook to promote their business.

Technology

I began streaming music when living in the greater New York City area and WQCD – CD101.9 FM dropped its smooth jazz format. In my radio career, I launched two different new smooth jazz formatted radio stations and fell in love with the music and the artists.

To take a break from monitoring my own radio stations, I’d turn on CD101.9.

When they left the air, I was forced to go online and find a streaming smooth jazz station. So, in essence, the radio industry by removing this relaxing format at station after station, forced folks like me to go elsewhere for their music fix.

You Can’t Go Back

In my many travels, I’ve had the opportunity to hear a couple of OTA smooth jazz radio stations that brought this format back. I found them hard to listen to. Here’s why, they are cluttered, and the streaming smooth jazz channels I enjoy are not.

Much in the way that Netflix, Amazon Prime and YouTube have made television clutter free viewing, streaming audio via my Amazon Echoes has done the same thing for my music listening.

Anyone who’s had a car with an automatic transmission, won’t want to return to the days of shifting, or has had a car equipped with air conditioning won’t buy a car without it.

It’s Innovation Time

Radio needs to do what others are not.

The successful radio stations of the future will be ones where their people are 100% focused on its content, and nothing else. They will be niched to satisfy a defined audience so perfectly, that those listeners will find little need to go anywhere else.

They will be people communicating with other people, live in real time and with relevant content.

Fred Rogers put it this way, “L’essential est invisible pour les yeux.” (What is essential is invisible to the eye.)

More data and tech won’t take radio to the next chapter.

People will.

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