NBC’s Million Second Quiz

How could Comcast/NBC get it so very wrong?

A live quiz show aimed at younger viewers that has absolutely nothing younger audiences want.

Nothing.

6 things you never knew about attracting younger audiences in the digital age.

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  1. If you want to own younger money demo audiences, there is only one thing you have to do – in fact, you must do.  One thing yet nobody does it.
  2. No self-respecting young person will watch real time TV or listen to real time radio morning shows.  No problem, try this.
  3. How binge watching, the current national obsession, translates so easily to radio.  First in wins.
  4. The best way to get viral buzz – and The Million Second Quiz won’t be doing it but you can.
  5. Steal this idea!  How to turn a radio station into Netflix.  Now, that’s disruptive!

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John Hogan’s Replacement

Clear Channel has been on a hiring spree lately.

Lots of new people who are no damn good if your goal is to improve audiences and profits on radio stations.

Speaking of no damn good, there are lots of ambitious radio execs in the company ready to take the president’s job.

But John Hogan’s replacement is already in the house and Hogan doesn’t even know it until he reads it here.

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Programming Against iTunes Radio

You can ignore another big competitor to radio or you can counterprogram it.

After all, how did ignoring and denigrating Pandora work out for radio?

At the current National Association of Bullshit (NAB) Radio Show, panels are in full denial mode that Pandora is kicking its ass city by city – and I’m not just talking metrics. 

Enter iTunes Radio that debuted Wednesday on a mobile device near you with almost 200 million iTunes members keeping credit cards on file with Apple.

Even if you think Apple poses no threat to radio, it is too big to ignore.

I mean, new music Tuesday is bigger on iTunes than on any terrestrial radio station.

This is an opportunity for radio to counter-program.

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  • The only powerful thing radio has that streaming services like iTunes Radio and Pandora will never have.  Do you know what it is?  Now you must.
  • The biggest thing 80 million Millennials hate about streaming music services.  Know it and counter.
  • The commercial Millennials cannot resist – in fact, they love it.  Take note.
  • How do you compete with zip code-targeted advertising like Pandora does if you are a local radio station?  Apple has sold $10 million campaigns to many advertisers.  
  • The most effective way of competing with streamers like iTunes Radio:  program in the now.  Here’s how.

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Song ADD Threatens Music Radio

Music radio is based on the assumption that if you play the right song, the audience will listen to it unless or until you play one they don’t like or run commercials.

These are the traditional rules of audience engagement.

But not anymore.

Now there is growing evidence that audiences – especially the 80 million Millennials radio must have to grow – increasingly suffer from severe song attention deficit.

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  • There is a clever new way to program music radio to counteract increasingly short attention spans. 
  • A way to counteract decreasing attention spans to actually get listeners to not tune out even when they like the song they are hearing and their attention runs out.
  • Even a shrewd strategy you will love to get them to listen to your best and smartest advertisers.
  • Program music radio so radically different that you will make your competitors sound like 1968.  Better hope they don’t read this first.
  • Solid disruptive ideas to deal with listener A.D.D.  Use even one of them and turn a growing disadvantage into a huge advantage.  You’ll want to add the rest.

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Monster 35-Unit Spot Breaks Have Arrived

I didn’t believe it either.

And you know what the offending radio group is going to say:  Jerry made it up.

That’s until I share with you the secret memo from a corporate programming VP that confirms it all in their own words.

What’s worse, now a second group is apparently also onboard with monster commercial breaks.  And more are likely to follow leaving good groups all alone.

To accomplish monster breaks, as you will soon see, the old rules will soon be out.

Get ahead of this.

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  1. A leaked secret memo thanks to our Witness Protection Program that reveals the new, revised breakdown of spots hourly and for each break.
  2. The well-known programming exec who joked in a conference call:  “So this does mean that you could have a spot break with 70 or more 10 seconds spots”.  But it’s no joke.  They already started.  
  3. The arrival of a new category called  “emergency” commercials – what they are and how they are added in.
  4. Believe it or not, wait until you see what doesn’t count toward the limit making them bigger yet.
  5. The monumental move away from the way spot breaks are done currently – this changes everything.
  6. And the question you want answered!  How can competing groups get out ahead of this to their advantage?

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iHeartRdio

Cumulus snatched online streaming service Rdio yesterday from the brink of failure.

The happy talk trade press tells us this is simply the Cumulus version of iHeartRadio.

That would be wrong – very wrong.

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  1. Why CEO Lew “Tricky” Dickey bought into a streaming music service now when it’s already too late.
  2. The Clear Channel angle – Dickey wants something major from his larger competitor and hopes doing this deal will get it for him.
  3. Why Rdio?  Why not a healthier streaming service?
  4. Should Cumulus radio employees be worried?  Let’s check the videotape.
  5. How exactly Cumulus plans to deliver $100 million worth of content and services to pay for this acquisition.

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Mind-Blowing Details In the Sale of CBS Radio

Cumulus says it doesn’t need to buy CBS Radio.

CBS says it doesn’t need to sell CBS Radio – maybe just a few smaller clusters.

Neither denies that they are negotiating with each other because to do so would mean big trouble for two public companies at the Securities & Exchange Commission.

Here’s the deal that wins.

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  1. The money CBS CEO Les Moonves wants – it just went up again.
  2. The one condition he will not hear of negotiating away.
  3. The CBS timeline – a winning bid would likely follow this sequence of events.
  4. The slight ray of hope for current CBS employees who want all this acquisition talk to go away – it’s there, but as you will see, it is slim.
  5. And the biggest mind-blowing detail of all!  Why CBS is secretly very motivated to sell and sell soon despite all the rhetoric.

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