Both Music Discovery and Ratings

86 million Millennials want music discovery.

Radio wants the ratings that come from playing the same songs over and over again in high rotation.

Millennials who are between the ages of 19 and 35, don’t like to listen to the same song all the way through.

Radio still thinks if you play the safe “popular” hits, even Millennials will stay tuned.

Radio winds up unnecessarily losing audience with a strategy that is this much out of sync with the audience every music station must have.

In my generational media work that started when I was a professor at the University of Southern California, the answer became evident to give the next generation of music radio listeners the music discovery they consider mandatory while not losing radio ratings to unfamiliar new music.

There is no radio station doing what the evidence strongly suggests.

And the reason is that stations would have to disrupt what they do on the air in a way even more radical than when Top 40 came on the scene to redefine radio at the start of the television generation.

Yet stations can do the same thing today.

Redefine what a music station is.

Watch Millennials fall into place.

For example:

  • How to add two-thirds more music discovery to a winning hit mix.  That’s not a misprint – it’s two-thirds music discovery to one-third repetitive hits presented in a special new way.
  • And without losing PPM ratings – in fact, probably gaining share.
  • How far should a radio station go in selecting the songs for music discovery.
  • And, most importantly!  How to fit it all into each format hour.

That’s what I am going to show you at my upcoming Media Solutions Lab in Philadelphia.

This is important enough to add to the agenda because streaming music services are taking their toll on radio audience and in the case of Pandora, local ad dollars as well.

Apple Music added 20 million paid subscribers in about a year.  Spotify reported 40 million paid subscribers last September.

They’re growing.  Radio is losing prime audience to streaming music services and other digital options.

But Spotify and Pandora can’t do radio the way we’re going to show you.

Here’s the Agenda:

Wednesday, April 5, 2017

8:00 am         Registration / Complimentary Breakfast

9:00 am          Strategies to End Rampant Rate Cutting
                        Rebuilding Eroding Radio Audiences
                        The Morning Show of the Future
                        Eliminating the 3 Biggest Listener Objections to Radio
                       

10:30 am       Break/Complimentary Snacks and Refreshments

10:45 am        Longer Listening
                        Dealing with Too Many Commercials
                        How to Program to Shorter Attention Spans
                        Digital That Makes Money
                       

12 Noon        Complimentary Lunch

1:00 pm         Better Options for AM Radio
                       Podcasting – Yes or No!
                       
2:30 pm         Break/Complimentary Snacks and Refreshments

2:45 pm         Jerry Lee’s Presentation: Reducing High Advertising Churn
                       Morley Winograd:  Attracting Millennial Listeners

3:30 pm         Audience Q & A

4:00 pm         Conference Concludes

Here are the program details:

  1. Reducing High Advertiser Churn – The proven program MoreFM, Philadelphia Chairman Jerry Lee uses to keep advertisers renewing at high rates and premium prices.
  2. Strategies to End Rampant Rate Cutting – How to take back control of the media buy from large consolidators or underachievers who are willing to drop rates, add costly promotions and flood the buy with bonuses.
  3. Attracting Millennial Listeners – A list of compelling content that is like catnip to 18-34 year old Millennials.  Presentation by Morley Winograd, author of Millennial Makeover and other books on this generation.
  4. Rebuilding Eroding Radio Audiences – Take notes on things like changing the way you hire air talent, how they talk to listeners in the age of digital and social media and making today’s radio not sound like yesterday’s.
  5. The Morning Show of the Future – The prototype of the new “morning man”.  A more authentic way to do premium-priced commercials.  A must-have feature more addictive than traffic or weather.  The one thing every station leaves out of mornings that in-demo listeners really want. 
  6. Eliminating the 3 Biggest Listener Objections to Radio – How to fix too many commercials, outdated morning shows and ending repetition that turns listeners off.
  7. Longer Listening – With TSL down every year since 1990, commercial-free music sweeps will no longer keep them tuned in.  It’s this, instead.
  8. Dealing with Too Many Commercials – New thinking on how to schedule all those shorter spots stations are running.  The answer to where is the best place in the hour to schedule them (PPM and non-PPM strategies).
  9. What Cinches a Buy Faster Than Even Bonus Spots – Blow bottom feeding competitors out of the water when they offer tons of bonus spots to buyers and you offer this.
  10. How to Program to Shorter Attention Spans – The cure for the epidemic of listeners who won’t listen to a song all the way through --- even one that they love.
  11. Digital That Makes Money – Why you should eliminate the expense and effort of doing social, web and app digital projects when this one, very inexpensive approach can start producing big bucks in months – I’ll show you teens that make more money from this approach than entire radio stations.  If they can do it, you can do it!
  12. Creating Fresh, New Formats – Is radio all out of mass appeal formats?  Not if you choose the innovative, new spoken word and music formats from this list.
  13. Great New Options for AM Radio -- I’ll bet you if you put this megaton promotion on an AM station along with this format, even a Millennial will find it and stay tuned.  And what if I show you how you can pay for it and profit by selling it to a handful of advertisers? 
  14. What to Do About Podcasting – The #1 podcast in the iTunes Store is an on-air radio show.  What we’re learning about what works and what doesn’t and the future of podcasting in radio’s revenue future.

Reserve a seat

Inquire about group rates here

If you’d like to stay nearby, review these locations and prices here.

Look through our program, brochure here.

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What Happens Now to CBS News & Sports

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            How Entercom Got CBS Radio

            The CBS IPO Delay

            CBS/Radiate Traffic Deal

            Miller Kaplangate

            The Cumulus Re-fi

            iHeart Total Traffic vs. Radiate

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2 Months Until the 2017 Radio Solutions Lab

Curriculum: How to Stop Rate Cutting, Rebuilding Eroding Audiences, The Morning Show of the Future, Eliminating the 3 Biggest Listener Objections, Increasing Time-Spent-Listening, Dealing with Too Many Commercials, Programming to Shorter Attention Spans, Digital That Makes Money, Better Options for AM, Is Podcasting a Radio Format?

Presentations: More FM Chairman Jerry Lee (Reducing High Advertiser Churn), Millennial Makeover author and expert Morley Winograd (Attracting Millennial Listeners)

Details at The 2017 Media Solutions Lab

Read More  FREE SAMPLES

Listeners Beg Radio To Fix The #1 Problem

TOO MANY COMMERCIALS!

They’ve complained for decades but it has fallen on deaf ears because radio would rather sell more ads cheaper than fewer ads at a premium price and now, that’s all advertisers will buy.

Along with short spots that are annoying and seem like even more clutter.

Listening declines will continue as long as the problem is not addressed.

Quarter hour radio listening has gone down every year since the early 90’s.

So what to do?

Embark on 2 strategies to respond to this listener deal breaker – immediate and long range.

Immediate Action …

Run short spots in stop sets exclusively for short spots nothing longer.

Run longer spots together without short spots.

Longest spots run in shorter breaks.

Stop down for spots at different times in each hour (you won’t be punished by Nielsen if you do it right.

Put something so compelling in the middle of longer stop sets that will force listeners to stay tuned.

Never mention the word commercials.

Never tout commercial free music (they don’t believe it anyway).

Learn why today’s short attention span listeners are not attracted to continuous music sweeps because they like interruptions and how to take advantage of that.

Longer Term …

Raise rates – even modestly. Fewer ads bringing in more revenue.

Produce better local commercials (the ones you can control) – TV ads are as big an attraction for the Super Bowl as the game itself.

Run a one-year promotion to pay down listeners’ college loans, get advertisers to pay for it and generate high premium profit for you.

Details at The 2017 Media Solutions Lab

Curriculum: How to Stop Rate Cutting, Rebuilding Eroding Audiences, The Morning Show of the Future, Eliminating the 3 Biggest Listener Objections, Increasing Time-Spent-Listening, Dealing with Too Many Commercials, Programming to Shorter Attention Spans, Digital That Makes Money, Better Options for AM, Is Podcasting a Radio Format?

Presentations: More FM Chairman Jerry Lee (Reducing High Advertiser Churn), Millennial Makeover author and expert Morley Winograd (Attracting Millennial Listeners)

Read More  FREE SAMPLES

How Entercom Got CBS Radio

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with How Entercom Got CBS Radio here.

Unlock these full articles …

            The CBS IPO Delay

            CBS/Radiate Traffic Deal

            Miller Kaplangate

            The Cumulus Re-fi

            iHeart Total Traffic vs. Radiate

Your new subscription includes access to every article for the past year and 3,550 in our archive like these (scroll through/latest first). Everything.

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. I work for you.

Report News here.

Register for the 2017 Radio Solutions Lab to lock in the current price.

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End 2017 Up 4%

We’re waiting for the final 2016 revenue numbers, but most indications are that radio will be flat or down half a point.

This is not the first year and not the last for financial challenges.

Some of our large radio groups are paying the price by burning through cash flow and adding to their stifling debt.

But some radio groups and stations are dedicated to beating the unfavorable market conditions.

So what to do?

More resistance to rate cutting (although less is considered to be better than none). Failing to employ a digital strategy that actually makes significant money. Letting good salespeople get away and dumbing down on-air product. These are the things that consolidators are doing and look where it has gotten them.

Meanwhile digital is supposed to be radio’s lifeline but the average station does under $250,000 a year in real, true digital revenue – many far less.

But there are ways to guarantee a positive finish for 2017 up as much as 4% in radio revenue.

  • Focus on 10 of your biggest and best advertisers by increasing the effectiveness of their ads so they will increase their spend and pay a premium rate. That alone redefines your revenue year. Let’s talk about the stations that are actually doing it at my Philly conference coming up in two months.
  • Go after a handful of big local TV advertisers and present them with a tantalizing radio alternative. Get them to define what a successful campaign would be and then show them a plan that includes quality ads that you are willing to produce and test for effectiveness. Even if these big local TV spenders won’t give up all of their television budgets experience shows when presented with a compelling radio alternative, they find the money for radio.
  • Then skip the digital projects that aren’t making big money and focus on short-form video that can generate revenue through both sponsorship and product placement. And even paid subscriptions. Young entrepreneurs are already generating more money than the average radio station from video. We’ll go to school on them.
    Change the way you motivate sellers. Raise their commissions, reduce the “make work” radio has dumped on them that prevent additional sales. A plan to put them on the street selling 90% of the time. Ask me about how to inspire sellers in a way you’ve never seen before. It works.

This one-day seminar is not available on video, audio or stream.

Just in person April 5 at the Hub Conference Center in Philly 2 months from now.

Examine the 12 modules below that make up the curriculum here.

Reserve a seat

Inquire about group rates here

Here’s the Agenda:

Wednesday, April 5, 2017

REGISTRATION / COMPLMENTARY BREAKFAST

8:00 am         Registration / Complimentary Breakfast

9:00 am          Strategies To End Rampant Rate Cutting
                        Rebuilding Eroding Radio Audiences
                        The Morning Show of the Future
                        Eliminating the 3 Biggest Listener Objections to Radio
                       

10:30 am       Break/Complimentary Snacks and Refreshments

10:45 am        Longer Listening
                       Dealing with Too Many Commercials
                       How to Program to Shorter Attention Spans
                       Digital That Makes Money
                       

12 Noon        Complimentary Lunch

1:00 pm         Better Options for AM Radio
                       Podcasting – Yes or No!
                       
2:30 pm         Break/Complimentary Snacks and Refreshments

2:45 pm         Jerry Lee’s Presentation: Reducing High Advertising Churn
                       Morley Winograd: Attracting Millennial Listeners

3:30 pm         Audience Q & A

4:00 pm         Conference Concludes

Here are the program details:

  1. Reducing High Advertiser Churn – The proven program MoreFM, Philadelphia Chairman Jerry Lee uses to keep advertisers renewing at high rates and premium prices.
  2. Strategies to End Rampant Rate Cutting – How to take back control of the media buy from large consolidators or underachievers who are willing to drop rates, add costly promotions and flood the buy with bonuses.
  3. Attracting Millennial Listeners – A list of compelling content that is like catnip to 18-34 year old Millennials. Presentation by Morley Winograd, author of Millennial Makeover and other books on this generation.
  4. Rebuilding Eroding Radio Audiences – Take notes on things like changing the way you hire air talent, how they talk to listeners in the age of digital and social media and making today’s radio not sound like yesterday’s.
  5. The Morning Show of the Future – The prototype of the new “morning man”.       A more authentic way to do premium-priced commercials. A must-have feature more addictive than traffic or weather. The one thing every station leaves out of mornings that in-demo listeners really want.
  6. Eliminating the 3 Biggest Listener Objections to Radio – How to fix too many commercials, outdated morning shows and ending repetition that turns listeners off.
  7. Longer Listening – With TSL down every year since 1990, commercial-free music sweeps will no longer keep them tuned in. It’s this, instead.
  8. Dealing with Too Many Commercials – New thinking on how to schedule all those shorter spots stations are running. The answer to where is the best place in the hour to schedule them (PPM and non-PPM strategies).
  9. What Cinches a Buy Faster Than Even Bonus Spots – Blow bottom feeding competitors out of the water when they offer tons of bonus spots to buyers and you offer this.
  10. How to Program to Shorter Attention Spans – The cure for the epidemic of listeners who won’t listen to a song all the way through --- even one that they love.
  11. Digital That Makes Money – Why you should eliminate the expense and effort of doing social, web and app digital projects when this one, very inexpensive approach can start producing big bucks in months – I’ll show you teens that make more money from this approach than entire radio stations. If they can do it, you can do it!
  12. Creating Fresh, New Formats – Is radio all out of mass appeal formats?  Not if you choose the innovative, new spoken word and music formats from this list.
  13. Great New Options for AM Radio -- I’ll bet you if you put this megaton promotion on an AM station along with this format, even a Millennial will find it and stay tuned. And what if I show you how you can pay for it and profit by selling it to a handful of advertisers?
  14. What to Do About Podcasting – The #1 podcast in the iTunes Store is an on-air radio show. What we’re learning about what works and what doesn’t and the future of podcasting in radio’s revenue future.

Reserve a seat

Inquire about group rates here

Look through our program, brochure here.

Read More  FREE SAMPLES

The CBS IPO Delay

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with The CBS IPO Delay here.

Unlock these full articles …

            CBS/Radiate Traffic Deal

            Miller Kaplangate

            The Cumulus Re-fi

            iHeart Total Traffic vs. Radiate

            Stations Paying GMR to License No Songs

Your new subscription includes access to every article for the past year and 3,548 in our archive like these (scroll through/latest first). Everything.

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. Thank you.

Report news under the cover of our Witness Protection Program here.

High Advertiser Churn. Preview MoreFM, Philadelphia CEO Jerry Lee’s presentation on how stations can let competitors get stuck with low rates, lots of giveaways and bonus spots while you come away with the PREMIUM rate and advertisers that don’t leave -- The 2017 Radio Solutions Lab

Read More  FREE SAMPLES

High Advertiser Churn

Even stations with high ratings and great sales professionals are having a hard time keeping up with the loss of advertisers – it makes for a bumpy ride at a turbulent time.

Here’s a preview of a presentation being conducted by MoreFM, Philadelphia Chairman Jerry Lee at the upcoming Media Solutions Conference on how to make advertisers’ campaigns so successful, they re-up, not leave.

High Advertiser ChurnWith Jerry Lee

  • The one small change when recording local spots that triple their effectiveness.
  • Quick!  What’s more effective for a local advertiser – a male voice or female voice?  If you’re not dead sure, be in Philly April 5th.  The research on this is startling.
  • How to respond to an ad industry survey of 5,000 radio campaigns that found 68% of the local advertising campaigns were a waste of money.  See the main reason and nip it in the bud.
  • The “sweet spot” for agencies and advertisers with money to invest in radio that 3 out of 4 radio campaigns are missing – you no longer will.
  • Believe this!  It is possible to cut advertising churn down to virtually nothing with techniques being used by Jerry Lee’s MoreFM right now (a perennial top biller in the market).
  • Get around rate dropping competitors.  Let them get stuck with the cheap rates with lots of giveaways and bonuses.  Here’s how you get the PREMIUM rate. 
  • The best resource for testing local advertising copy.  Plug in.  Get started.

Not available by streaming or audio.

In less than one day, more useful ideas and strategies to meet radio’s challenges.

April 5, 2017 at the Hub Conference Center in Philadelphia – 20 minutes from the airport, 5 minutes from Amtrak

View the full curriculum here.

Reserve a seat

Inquire about discount group rates

Contact Jerry Del Colliano

Read More  FREE SAMPLES