Coke Drops Idol For YouTube – Pay Attention

When Coca-Cola pulls out as a major advertiser on the iconic Fox TV show American Idol after 13 years, it ought to wake up the media world.

They’re not going to Disneyland they are going to YouTube.

Coke’s explanation:

Young people who like music aren’t watching TV anymore. They’re watching YouTube.

They are on mobile.

They are gamers and watching TV much more selectively.

Enter the radio industry.

Or should I say, exit – because that’s what is going to happen the more we fail to cooperate with the inevitable.

So shut down your radio stations?

Hell no.

But don’t operate like it’s 1999.

Teens use YouTube as top 40 radio. Meanwhile we’re obsessing over Pandora, Spotify, iHeart just about anything and we’re looking in the wrong direction.

I’m announcing my 2015 Media Solutions Seminar topics today and you’ll see that they are not your father’s radio issues and yes, video and Millennials and new ways to communicate headline the list.

This is my sixth year doing this teaching seminar for independent and outstanding radio broadcasters and if I wanted to just do the regular stuff like “John Dickey on Increasing Revenue” and “125 Million People Listen To Radio Every Week”, I’d pull my hair out.

And I want to keep my hair!

So, we report, you decide if you’d like to join our one-day learning seminar March 18th in Philadelphia.

Here are the seminar topics …

  • Better radio, stronger digital
  • How much radio, how much digital
  • Storytelling – Millennials’ hot new obsession
  • How to get audiences to listen to songs all the way through – face it, they don’t and yet we’re building our entire station on the concept of music sweeps.
  • What Millennials want the most — Authenticity, no hype, consensus not confrontation, respect, trust & fairness, dreams (all the way from changing the world to building a better life), fun to be with and openness and diversity in programming & advertising. Now … here’s how to deliver them.
  • Eliminating radio’s 3 biggest weaknesses – repetitious music, too many lousy commercials, outdated morning shows.
  • Addressing radio’s biggest objections – too many commercials, repetitive playlists and not enough music discovery, morning shows that suck, stupid contests and promotions, too much hype. Damage control.
  • Radio’s 75 million baby boomers, 95 million Millennials – what to do?
  • Both music discovery AND ratings – how to add 2/3 more new music and not lose listeners.
  • Beware of the digital dashboard – It turned out to be a Pandora’s box, sorry about that – but you know what I mean. A better Plan B.
  • Forget other stations, YouTube is your competitor. Change your focus.
  • Creating binge radio content – yes, just like Netflix.
  • Radio’s answer to on-demand – not doing the service elements of a morning show that stations love but listeners now get on their phones. On to exclusive new content that can’t compete with a phone.
  • Millennial mistakes you don’t want to make – change the way you do commercials, talk to listeners differently, taking audience bingeing seriously, kill the 8 minute stop set before it kills you, don’t use social media to promote, ditch voice tracking and syndication, play games – hey, this is the gaming generation — don’t brand or promote make personalities your “brand”.
  • Start a video revenue stream – I’m doing it, let me show you how you can too for the same pennies I’m committing.
  • What’s in the pipeline for radio – Is it really throwback hip-hop or something we’re missing.
  • Taking back market share from below average digital competitors.
  • Instagram is killing Facebook, but here’s what’s the next big thing in social media.
  • 2 things today’s radio audiences cannot resist – service and humility. Discuss.
  • If you’re thinking of leaving radio – make millions creating short form video like this.
  • Not ready for major changes, at least do this — refresh your radio station using a can’t fail checklist.
  • Protect your station against competitors who drop their rates – it’s the biggest danger to independent stations and groups in 2015.
  • Expanded group questions & answers – You fire the questions that matter most — we load you up with solutions.

Look at this great meeting room – perfect for interactive back and forth communication. I’m having to give up 25 seats this year but as soon as I discovered this room, I knew I was going to do it – Jerry


Reserve a Seat

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Presented at The Hub Commerce Square, 2001 Market Street, Suite 210, Philadelphia – walking distance from Amtrak’s 30th Street Station, 20 minutes from Philadelphia International Airport. Registration & breakfast begin at 8am. Conference starts at 9, ends at 4pm.


That’s Philly talk (translation: did you eat, yet?). You will — Breakfast, lunch and breaks by acclaimed James Beard Award-winning Chef Jean-Marie Lacroix, former executive chef at The Four Seasons, included.


Reported iHeart Station Bidder Revealed

There’s good news and bad news.

The stations everyone says are not for sale are available for the right price.

The bad news – this bidder can be a cheap son of a bitch.

Reputation for nickel and diming sellers.

What it will take to get Bob Pittman to sell – yes, people believe he will for a decent offer.

How many markets could be sold.

Why workers at these stations would probably like the buyer better than iHeart as an employer.

The x-factor that could eventually make the new buyer feel no better than the “best practices” of iHeart.

Why the potential buyer may be so hot to buy iHeart castoffs.

Access this story now

Report news in strict confidence to me personally here.

I am holding my 6th annual media conference in Philly this year on March 18th.   This time we’re focusing on independent groups who are finding ways to survive the financial problems of the majors – innovate, don’t imitate. New ideas. Better radio. Ways to generate more revenue without increasing the number of advertisers and tremendous opportunities in video. I hope you can reserve the date and lock in a seat at today’s rates here.


TV Now Second to Mobile

Can you think of one other industry where customers call up and ask NOT to have their main service?

That’s what is happening in cable as 26% of their customers are doing just that according to a new survey from Marchex Call Analytics.

According to BI Intelligence …

TV media consumption share from 2009 until 2014 is down from 42% to 37%.

Digital for the same period up 32% to 49%.

Radio 17% down to 11%.

Print 9% to 4%.

TV comes out first only if you split online and mobile viewing …

TV 45% to 37%

Online 25% to 18%

Radio 17% to 11%.

Print 9% to 4%.

Mobile 4% to 23%.

Other 7% to 2%.

Mobile alone is the second biggest audience.

This sounds like bad news to radio – and it certainly isn’t like being mobile.

But radio was the original mobile media. It has been dumbed down by consolidators and imitators who are slashing costs instead of investing in product.

I take the potential as good news for this reason and my 6th annual media conference is going to invest time into things that cooperate with the inevitable – that is, content that will help us compete in the digital space.

  • New innovative formats, new TSL strategies, new ways to engage the audience on-air and in mobile.
  • Storytelling is a sweet spot with 95 million Millennials – what is storytelling, how is it different from talk or spoken word, how do you put content together that will succeed in attracting audiences and revenue sources.
  • The “commercial” of the future – it’s not a 5, 10, 15, 30 or 60 second spot. Not even a great one. The one proven “commercial” that people under 30 will actually listen to is something few stations have ever done. Let’s put an end to that now.
  • The solution for music listeners most of whom do not even listen to one song all the way through let alone stick around for a music sweep. The way to handle them is edit the music, add discovery and repackage the presentation.
  • Danger words – the ones that end in “est” or brag. That’s what we do in radio and we call it promotion. Now it has to change because there are 5 things that turn audiences off. Most stations are doing all 5 – not good. It can be better.

This is worth attending. I hope you can join our group of outstanding broadcasters this year and reserve Wednesday, March 18th for our one-day teaching seminar in Philly and lock in a seat at today’s rates here.


iHeart Asset Dump To Include Selling Stations

We said iHeart was going to sell the real estate under their broadcast towers.

They denied it.

Last week iHeart took a $400 million offer.

Then, we said they would sell their outdoor division to raise cash.

No, no – we’re not selling them.

But this month they announced they would sell their European outdoor division and sale of U.S. outdoor is very likely.

Now we’re saying iHeart is in such financial hot water that they have to sell stations to raise cash.

This article is about which stations are most likely to be sold.

Whether major markets are immune from liquidation or is there a circumstance under which iHeart would pull the trigger on a major market shocker.

The offer reportedly being written right now that is going to be presented to iHeart to buy a bunch of their stations.

And what iHeart incredibly is reportedly telling interested parties who want to shake some stations loose from them.

Access this story now

Report news in strict confidence to me personally here.

Link to my 2015 Philly Conference


Make Radio Grow Again

We’re not going to make radio a growth industry again by simply going after younger listeners.

That, too – but a much different approach is called for.

Let’s be honest, young people have found other devices to use for on-demand content. Our audience is aging.

We’re not going to turn a smartphone into a radio as much as we may want to because phones make lousy radios and radio is not what it used to be compared to even ten years ago.

What we should be doing is super serve the available audience and then work as concerned partners with advertisers.

Test commercials for advertisers to make them more effective.

If they are more effective, you will increase the spend and get your price. No media buyer can interrupt this process because nothing succeeds like success.

Most radio stations don’t even follow up on flights. They just try to sell something else which is why the rates reflect the commodity that radio has become.

Programmatic buying is coming to radio in essence breaking the relationship selling cycle and allowing media buyers to bid on advertising the way they do for online ads.

The fastest way to increase station billing is to get a higher spend out of a handful of key advertisers by delivering results that are palpable.

Radio has a lot of good years left even without new audience growth if it learns to super serve its available audience and help advertisers convey commercial messages more effectively.

In fact, there can be revenue growth.

Notice I haven’t mentioned streaming because streaming doesn’t really contribute significant revenue to a station’s bottom line.

This is what I want to get into:

  1. Creating a new partnership with advertisers by helping them help you.  No more selling spots. Let iHeart and Cumulus do the automated selling for now. If radio ads reach consumers and ring the cash register of advertisers, you grow.
  2. Developing on-air content that is so consistent and desirable that audiences crave it. Sounds good but what are the trigger points to make the most popular demographics crave station content.
  3. Creating stations where listeners want to identify themselves with your station.  If you talk to some of the radio pros who programmed stations in the 60’s and 70’s, they will tell you their audiences identified themselves by what the station stood for. Now, do you ever hear anyone say “I love W-whatever because of iHeartRadio?” But WMMS in Cleveland, WMMR in Philly and KMET in Los Angeles were a few stations where the station was the embodiment of the programming not the owner.
  4. And how to do all of this without breaking the bank in a new cost-conscious age of radio. Actually, there’s a new way to look at cost effectiveness.

Make radio grow again.

Here is the curriculum for the 2015 Media Solutions Conference along with a link to reserve a seat:

  1. Disrupt Radio and Reimagine It

Blow it up without losing your loyal fans. Gain audience by attacking all the things digital age listeners hate about radio before a digital competitor does. Study the plan to drastically alter and destroy the old structure the way Apple, Google, Facebook, Twitter, Instagram, SnapChat and Netflix did. Innovate the next radio creating new revenue streams and solving virtually every objection digital-age listeners have about radio.

  1. Master Digital

Learn what works and what’s in the pipeline. Some 95% of all broadcast digital projects do not make enough money to warrant their continuation. But focus on a handful of digital homeruns that are available to you.

  1. Protect Yourself Against Competitors Who Drop Their Rates

You can have the best programming, ratings and salespeople and still wind up posting no revenue growth. The outbreak of rate cutting in 2014 will continue into the New Year but there are strategies to avoid becoming the victim of a competitor’s incompetence.

  1. Reverse The Decline in Time Spent Listening

We will brainstorm on proven ways to stem the decline. In fact, many radio stations are shooting themselves in the foot when it comes to time spent listening. And Nielsen confirms that simply making sure you don’t play commercials for 5 minutes in each quarter hour doesn’t assure TSL growth. Take a look at some fascinating ways to help yourself keep audiences listening longer.

  1. Engage 100 Million New Listeners

The oldest Millennial is now 32 and well into the money demo range. Most stations have been struggling to make them regular radio listeners. But I have 5 things you can do right now that young listeners will like – no, not like – love. And older listeners respond favorably to these moves as well. You’ll leave with it. And remind me to tell you about the generation after Millennials who are so into YouTube, before long you’ll have to be prepared with new ways to engage them.

  1. New Content Businesses Ripe for Radio

All of a sudden podcasting is popping up everywhere but is podcasting a good use of your time and money? There is increasing evidence that podcasts detract from radio listening so there’s that, too. But video – short-form video – is instant money and I’ll give you a short course on how to make some. I’m going to do it – right on my iPhone 6 Plus and you can, too. Let me show you.

Now that’s a media conference worth attending.

A one-day seminar presented by Jerry Del Colliano March 18, 2015 at The Hub in Philadelphia 5 minutes from Amtrak’s 30th Street Station and 20 minutes from Philly International.

Reserve a seat

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