Unlocking Bigger, Longer Radio Ad Campaigns

That’s why I have asked More FM, Philadelphia owner Jerry Lee to join the faculty at my March 26th Philly media seminar.

He has a system for getting 18 times the results for advertisers and believes that all stations should at least be delivering 8 times the expected results.

If they did, game over – you win more revenue.

Lee has got it down to a science and you’re going to hear him talk about things that can make a difference for locally focused radio stations:

  1. How to get advertisers to sign on for longer flights – six months at a time.
  2. The key elements to getting them to go for the longer contracts.
  3. The only two things that can accurately test the critical emotion factor in radio commercials – one of them is measuring listeners brainwaves.  The other is the one Lee used at More FM.
  4. How to write better copy.  In fact, I’m going to ask Jerry Lee how many times out of a 100 does an emotionally effective commercial win a larger radio buy.
  5. We’ll ask him about the three types of response advertisers can get from an ad campaign – high response, marginal and worst results.  Let me give you a preview.  Big results are delivered 11% by TV and 20% by radio.  Marginal results 51% by TV and 30% by radio.  Worst results that can even jeopardize brands and slam the door on future business:  38% for TV, 50% for radio.  Our mission:  create better emotionally driven ads that can reap higher revenue buys.  You’ll have a path to making that happen when you return home.  The state of the economy has nothing to do with getting better results and writing more business.

While we have him there, we’ll drill down on why the drastic name change to his perennially number one radio station from B-101 to More FM at the peak of its popularity. 

What’s that about? 

And streaming.

Lee’s station doesn’t stream and yet More FM is the top biller in the market.

What a great opportunity to interact with this brilliant radio owner who rarely speaks publicly about these critical issues.  And it will happen only in Philly for those attending live and in person.

Here’s the rest of the 7 critical things that will help you become a better broadcaster and/or digital entrepreneur at my March 26th Philly learning event.

  1. The most effective way to disrupt radio and not lose audience or advertisers.  On the contrary, gain more money demos and more revenue. 
  2. How to stop wasting money and people power on digital initiatives that don’t really increase your revenue.  If there is only one digital project to undertake, this is the project that has money written all over it.  I will share.
  3. How to create a social media network to replace Facebook, Twitter, Instagram, Snapchat or whatever whim is next in social media.  The social network you are going to create can never be taken away from you and this one makes money in the first year.
  4. The 15-to-25 things that can transform an antiquated approach to radio to one that even the next generation can embrace.  Let’s not fool around, here are the handful of things that work in today’s market.
  5. Go to school on a media entrepreneur who makes $3 million a year doing a 5-minute weekly video that has no commercials, no product placement, no banner ads on the site and doesn’t charge subscription fees.  I’ll show you video and tell you all about the plan.
  6. What if someone actually could breakdown the 4 to 6 things that Millennials want in their lives – in fact, that define their preferences for media.  You’re going to get a checklist of things that you can use to make sure everything you do from now on attracts Millennials. 
  7. How to time shift radio and develop strategies to make radio more like Netflix, the popular aggregator of content that all generations love.  I’m here to tell you, radio can play by the same rules.  There is a Netflix model for radio.  Understand it and run with it.

I’m putting ample time aside for questions and hitchhiking on good ideas.

Sean Hannity will be live with Michael Harrison, the recognized expert on radio and talk radio.

This event will not be available by stream or video – only live and in person. 

I can’t wait to share my enthusiasm and knowledge with you in person.

Reserve a seat

Inquire about group rates

Inquire about sponsorships   

Complimentary breakfast/check-in starts at 8 am. 

Session begins at 9 am at the beautiful Rittenhouse Hotel. 

Buffet lunch and all breaks included.  

Conference ends at 4 pm.   

Read More  FREE SAMPLES

Clear Channel Expunging Ex-Employee Records

It’s the old Soviet Union at Clear Channel – once you leave their employ, you didn’t exist.  Off to Siberia.

If you currently work or have worked there, better check to see if they still have your employment records on file.

Or if they want to play games with your reputation after you leave.

That’s what happened to an ex-Clear Channel employee who requested that I use his name in telling the story of how the company denied verifying his employment for 14 years costing him job opportunities.

And this guy was very visible.

If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get.

  1. How Clear Channel without his knowledge told prospective employees he never worked for them thus making him out to be a liar and guaranteeing that he remained unemployed.
  2. What Clear Channel HR did and said once he discovered this apparent dirty trick.
  3. Rumors that he believes Clear Channel started about him when an attorney in a separate case in which he was a witness intimated that he was (erroneously) fired for sexual harassment.  So I didn’t work for you and now it’s sexual harassment?  Which one is it?
  4. Four steps experts recommend to protect yourself against this type of deadly career ending gamesmanship that is blatantly illegal – if you even know about it.
  5. Oh, yes – Tom Schurr was involved – and better yet this employee worked for Schurr.  But they’re still saying he never existed.

Access this story now and try a monthly subscription here.

Become an annual member and also access 2,581 previous stories, here.  Search Stories.

Sources in my Witness Protection Program contributed to this article.  If you are aware of news, memos or emails from any company that needs to be aired out, report information in confidence and anonymously here.  There is a $100 award for best tip of the month.

Or, talk to me privately here.

If you’ve been thinking about attending, there are only 2 months until my March 26th Philly conference that is focusing on 7 critical things that will help you become a better broadcaster or digital entrepreneur -- 2014 Media Solutions Conference

Read More  FREE SAMPLES

Taking Back Market Share

There’s a scary story out of Clear Channel recently.

Pandora is hurting them.

Yes, that Pandora – the one so many radio people just choose to ignore.  Pandora has been methodically hiring former radio account executives to work their magic for them.

To make matters worse, Apple just recently did a major radio buy but skipped Clear Channel, which it considers a competitor because it owns and operates iHeartRadio.

And then there are two more developing circumstances.

Interest in buying radio advertising is down as the New Year begins.

And radio companies are shooting themselves in the foot by dropping their rates in a panicked attempt to close the gap.

Even though most radio groups remain in deep denial, the facts are what the facts are.

Clear Channel wouldn’t call for a 0.5% across the board cutback just two weeks after the budgets they approved for 2014 got rolling.  But they did.

It’s bad out there and not going to perk up any time soon.

But there are strategies that can bolster your position in the market and increase share and it’s on the agenda for my March 26th Philly conference.

  1. Partner with Pandora.  This may work for stations that are confident enough that they can continue to command the share of radio revenue they need, but instead of having Pandora walk in and pitch against you, you partner with them.  Worth a call.  Pandora will listen.
  2. Raise rates modestly but within weeks.  Apple doesn’t allow consumers to walk in and say, “I’ll buy an iPad if you throw in a new iPhone”.  End of discussion.  But radio sellers increasingly are prostituting themselves by cutting their rates to match a desperate lesser market competitor and in effect saying “buy radio at this price and I’ll throw in my meaningless digital in order to get the price down”.  Why doesn’t this industry get it?  Fair price.  Price integrity.  No kitchen sinks thrown in.
  3. Never sell digital along with radio.  Never. Ever.  I’m planning to show you an alternative that allows you to get your radio rate and add to it by starting a second stream of revenue. 
  4. If you have only one thing to sell on radio, the package that I am going to describe for you should be it.  Most radio stations do it the other way around and miss this outstanding revenue opportunity.
  5. Ask me about the three ways to get a prospect to buy.  You line up a proposal with three options on the page and the one you want them to pick is guess where?  First, in the middle, or the last one.  You just need to know which position to put the option you want them to choose.  Proven to work.  Start using it in your proposals now.

Just a few of the effective strategies worthy of your consideration that we will discuss face to face. 

Here are the 7 critical things that will help you become a better broadcaster and/or digital entrepreneur at my March 26th Philly learning event.

  1. The most effective way to disrupt radio and not lose audience or advertisers.  On the contrary, gain more money demos and more revenue. 
  2. How to stop wasting money and people power on digital initiatives that don’t really increase your revenue.  If there is only one digital project to undertake, this is the project that has money written all over it.  I will share.
  3. How to create a social media network to replace Facebook, Twitter, Instagram, Snapchat or whatever whim is next in social media.  The social network you are going to create can never be taken away from you and this one makes money in the first year.
  4. The 15-to-25 things that can transform an antiquated approach to radio to one that even the next generation can embrace.  Let’s not fool around, here are the handful of things that work in today’s market.
  5. Go to school on a media entrepreneur who makes $3 million a year doing a 5-minute weekly video that has no commercials, no product placement, no banner ads on the site and doesn’t charge subscription fees.  I’ll show you video and tell all about the plan.
  6. What if someone actually could breakdown the 4 to 6 things that Millennials want in their lives – in fact, that define their preferences for media.  You’re going to get a checklist of things that you can use to make sure everything you do from now on attracts Millennials. 
  7. How to time shift radio and develop strategies to make radio more like Netflix, the popular aggregator of content that all generations love.  I’m here to tell you, radio can play by the same rules.  There is a Netflix model for radio.  Understand it and run with it.

I’m putting ample time aside or questions and hitchhiking on good ideas.

More FM (formerly B-101), Philadelphia owner Jerry Lee is on the faculty to talk about how he out bills every competitor year after year with digital, Pandora and you name it in his face.  He owns one powerful station and is willing to share.

Sean Hannity will be live with Michael Harrison, the recognized expert on radio and talk radio.

This event will not be available by stream or video – only live and in person. 

I can’t wait to share my enthusiasm and knowledge with you in person.

Reserve a seat

Inquire about group rates

Inquire about sponsorships   

Complimentary breakfast/check-in starts at 8 am. 

Session begins at 9 am at the beautiful Rittenhouse Hotel. 

Buffet lunch and all breaks included.  

Conference ends at 4 pm.   

The Rittenhouse Hotel has one room left at our special conference rates for those arriving the night before who would like to stay on site. 

Read More  FREE SAMPLES

Dickey Up To No Good

When Lew Dickey starts running at the mouth in public, it’s time for station employees to run for cover.

Everything is all-good at Cumulus if you believe his spin.

But after Nashing everyone to death about how great things were going to be this year at Cumulus, stupid solutions have run their course.

Or have they?

Don’t buy a car or house if you work for this guy, as you’re about to see.

So here’s what I think Lew is up to.

If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get.

  1. Expect an announcement soon about an initiative that will enable a deep across the board personnel cutback in one bold move.  Details.
  2. What scary condition investors are demanding if they decide to front Cumulus the money to make the CBS Radio acquisition this year. 
  3. Here comes the hammer!  Top ten market managers are under the gun for declining ratings and revenue.  Here’s what’s likely to happen to the people working for them.
  4. Watch for Dickey to rip a page right out of Bob Pittman’s playbook when he is forced to announce declining revenues for the fourth quarter of 2013.
  5. What response to expect for the company’s unusually bad ratings free fall.

Access this story now and try a monthly subscription here.

Become an annual member and also access 2,580 previous stories, here.  Search Stories.

Sources in my Witness Protection Program contributed to this article.  If you are aware of news, memos or emails from any company that needs to be aired out, report information in confidence and anonymously here.  There is a $100 award for best tip of the month.

Or, talk to me privately here.

If you’ve been thinking about attending, there are only 2 months until my March 26th Philly conference that is focusing on 7 critical things that will help you become a better broadcaster or digital entrepreneur -- 2014 Media Solutions Conference

Read More  FREE SAMPLES

Netflix Radio

I need CPR.

Remember when I said I sold Apple and Pandora stock to buy Google and Netflix?

Well, in one short year Google is up over $200.

But Netflix is up hundreds of dollars with a $54 pop yesterday alone.

Please don’t ask me about all the duds I’ve invested in and burst my bubble.

Now I invest in what I know and believe in and Netflix is at the top of the list.  There will be some profit taking today and Netflix is always subject to headwinds so its not like the old blue chips used to be.

The real question is why am I so high on Netflix?

And why should radio be going to school on the Netflix model when it is barely keeping up with Netscape and AOL dial-up (names from the past).

Those 95 million Millennials I always tell you about – some as old as 30 and part of the money demo with the rest coming of age each year – they have changed the way content is consumed.

In effect, they have killed live broadcasting.

And invented binge watching – where they download all the episodes of a show and watch it on-demand, on their schedule as long as they want.

So Netflix, a company that almost put itself out of business by trying to force snail mail customers to switch to online delivery redeemed themselves.

They fed the monster.

Started making some damn good TV series – yes, they became content creators not just aggregators – and made them available to be downloaded all at once.

Orange Is The New Black and House of Cards to name two shows that helped Netflix disrupt network television.

Networks don’t want to make their content available all at once on debut day or sometimes even soon after they air on stations.  Their baby boomer media bosses refuse to have any part of disrupting television.

But it is already done.

I’m thinking if I owned a group of radio stations, I want to learn about ways I could create content and win young listeners and eager advertisers by cooperating with the inevitable.

Content radio can offer for download.

Not repurposed morning show material – that’s old school and won’t work.

There are new ways to hop on the Netflix model and create a new opportunity for the next generation to get hooked on what we do.

Obviously, I’m psyched about this which is why you will see it on my list -- 7 critical things that will make you a better broadcaster or digital entrepreneur at my March 26th Philly learning event.

  1. The most effective way to disrupt radio and not lose audience or advertisers.  On the contrary, gain more money demos and more revenue. 
  2. How to stop wasting money and people power on digital initiatives that don’t really increase your revenue.  If there is only one digital project to undertake, this is the project that has money written all over it.  I will share.
  3. How to create a social media network to replace Facebook, Twitter, Instagram, Snapchat or whatever whim is next in social media.  The social network you are going to create can never be taken away from you and this one makes money in the first year.
  4. The 15-to-25 things that can transform an antiquated approach to radio to one that even the next generation can embrace.  Let’s not fool around, here are the handful of things that work in today’s market.
  5. Go to school on a media entrepreneur who makes $3 million a year doing a 5-minute weekly video that has no commercials, no product placement, no banner ads on the site and doesn’t charge subscription fees.  I’ll show you video and tell all about the plan.
  6. What if someone actually could breakdown the 4 to 6 things that Millennials want in their lives – in fact, that define their preferences for media?  You’re going to get a checklist of things that you can use to make sure everything you do from now on attracts Millennials. 
  7. How to time shift radio and develop strategies to make radio more like Netflix, the popular aggregator of content that all generations love.  I’m here to tell you, radio can play by the same rules.  There is a Netflix model for radio.  Understand it and run with it.

I’m putting ample time aside or questions and hitchhiking on good ideas.

More FM, Philadelphia owner Jerry Lee is on the faculty to talk about how he out bills every competitor year after year with digital, Pandora and you name it in his face.  Go one on one.

Sean Hannity will be live with Michael Harrison, the recognized expert on radio and talk radio.

This event will not be available by stream or video – only live and in person. 

I can’t wait to share my enthusiasm and knowledge with you in person.

Reserve a seat

Inquire about group rates

Inquire about sponsorships   

Complimentary breakfast starts at 8 am. 

Session begins at 9 am at the beautiful Rittenhouse Hotel. 

Buffet lunch and all breaks included.  

Conference ends at 4 pm.   

The Rittenhouse Hotel has offered an additional 4 hotel rooms at very reasonable conference rates for those arriving the night before who would like to stay on site.

Read More  FREE SAMPLES

The Internet of Things

Heard another great Terry Gross NPR interview the other day with P.W. Singer, co-author of the new book Cybersecurity and Cyberwar: What Everyone Needs to Know.

It’s chilling.

Over just the next five years, Cisco estimates the number of Internet-linked devices with go to as much as 40 billion.

Refrigerators, cars and gadgets all being linked up via the Internet.

And radio is still just trying to figure out how to do a website that makes money.  That’s so 90’s.

The Internet of Things changes the world because your car may have a problem and automatically notify the manufacturer and then schedule an appointment with your dealer.

It’s so automatic that it may tend to eliminate some of the greatest opportunities for selling.  When your battery is running low, you don’t shop for the cheapest, you get notified by the dealer that they have your new battery waiting.

We are content providers and at our very best, aggregators of businesses that want to sell their products and services to customers.

You may not be worried about The Internet of Things, but you should be.

Because radio isn’t about hanging on or surviving the digital revolution, it’s about remaking the industry where we create content that is unique, addictive and compelling and sell products to people who can buy them where they live.

But if the Internet of Things comes to pass, as I believe it will, many buy decisions will become more automatic.

I see opportunity here from the folks who developed the first social network and one-on-one relationship selling.

Yes, radio.

If you’re up for this discussion and a few more vital ones my March 26th Philly conference is focusing on 7 critical things that will make you a better broadcaster and/or digital entrepreneur.

  1. The most effective way to really, radically disrupt radio and not lose audience or advertisers.  On the contrary, gain more money demos and more revenue. 
  2. How to stop wasting money and people power on digital initiatives that don’t really increase your revenue.  If there is only one digital project to undertake, this is the project that has money written all over it.  I will share.
  3. How to create a social media network to replace Facebook, Twitter, Instagram, Snapchat or whatever whim is next in social media.  The social network you are going to create can never be taken away from you and this one makes money in the first year.
  4. The 15-to-25 things that can transform an antiquated approach to radio to one that even the next generation can embrace.  Let’s not fool around, here are the handful of things that work in today’s market.
  5. Go to school on a media entrepreneur who makes $3 million a year doing a 5-minute weekly video that has no commercials, no product placement, no banner ads on the site and doesn’t charge subscription fees.  I’ll show you video and tell you all about the plan.
  6. What if someone actually could breakdown the 4 to 6 things that Millennials want in their lives – in fact, that define their preferences for media.  You’re going to get a checklist of things that you can use to make sure everything you do from now on attracts Millennials. 
  7. How to time shift radio and develop strategies to make radio more like Netflix, the popular aggregator of content that all generations love.  I’m here to tell you, radio can play by the same rules.  There is a Netflix model for radio.  Understand it and run with it.

We can do this face to face in a learning session that will not only help to retrain the brain but empower the next generation of radio and digital content.

More FM, Philadelphia owner Jerry Lee is on the faculty to talk about how he outbills every competitor year after year with digital, Pandora and you name it in his face.  Go one on one.

Sean Hannity will be live with Michael Harrison, the recognized expert on radio and talk radio.

This event will not be available by stream or video – only live and in person. 

I can’t wait to share my enthusiasm and knowledge with you in person.

Reserve a seat

Inquire about group rates

Inquire about sponsorships   

Complimentary breakfast starts at 8 am.  Session begins at 9 am at the beautiful Rittenhouse Hotel.  Buffet lunch and all breaks included.   Conference ends at 4 pm. 

Read the transcript of the P.W. Singer Interview here.

Read More  FREE SAMPLES

Clear Channel’s War On Management

Of the top 75 market managers, and 21 key corporate people (SVPs, Programming VPs, Finance, etc.) who were in place the day John Hogan took over for Randy Michaels 11 years ago, guess how many are still in that job?

You’ve heard of ethnic cleansing? 

This is unethical cleansing and according to sources within Clear Channel Bob Pittman’s war against managers also includes women.

Talk about “best practices” going so wrong.

If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get.

  1. Details on the biggest corporate employee enema in the history of consolidated radio. 
  2. Allegations of widespread discrimination against women in the Clear Channel boys club. 
  3. How Clear Channel tolerates and some argue encourages a toxic workplace.
  4. A chilling description of sexual harassment from our Witness Protection Program.  Sex, pregnancy, broken marriage – it’s all in there and tolerated by The Evil Empire.
  5. One incident reportedly involves a top Clear Channel executive – as in use your imagination as to which one. 

Access this story now and try a monthly subscription here.

Become an annual member and also access 2,577 previous stories, here.  Search Stories.

Sources in my Witness Protection Program contributed to this article.  If you are aware of news, memos or emails from any company that needs to be aired out, report information in confidence and anonymously here.  There is a $100 award for best tip of the month.

Or, talk to me privately here.

If you’ve been thinking about attending, there are only 9 weeks until my March 26th Philly conference that is focusing on 7 critical things that will make you a better broadcaster or digital entrepreneur -- 2014 Media Solutions Conference

Read More  FREE SAMPLES